Mistaken Identity

In this episode of Mistaken Identity, Matt interviews Marla Hay, Vice President of Security, Privacy and Data Management at Salesforce. Marla’s been at Salesforce for six years. Today, she works to make it easy for consumers to keep their customer data secure and private. 

When it comes to customer privacy, authentication tools are important to get right. Marla describes how to treat customer data carefully, and why that’s important to building great relationships. She also dives into her experience with user testing to build great products and improve existing ones.

“Consumer privacy is so important and fundamental to the future of where we're going with technology, innovation, and being able to provide an experience that is useful to consumers. It requires that they have inherent trust in their ability to give data to you as a company.”

“It’s a very exciting time for authentication and it's a good reason to also make sure we're offloading things like those authentication capabilities to companies that do that. So I think it's exciting to see that.”

“There's nothing like actually sitting with a customer and watching them use your stuff.”

“Using data in a consented way and treating it very carefully means you're gonna have a really, really great relationship with your consumers. They are gonna continue to invest in you via their business and their data when you're treating the data the way they've asked you to treat it.”

“We're super excited to be at the forefront of privacy protection around generative AI. I think it's really the combination of those things like user experience and privacy. User experience and security feel like they're a little at odds, but they're actually not, they actually go really well together.”

00:30 What’s your identity?

1:28 Why consumer privacy is important

5:08 How to retain customers

07:42 Leveraging customer identity

10:02 How to improve the customer experience

12:22 Build vs. buy

17:03 Why testing is important

24:51 Pursuing innovation at Salesforce

27:58 Can any company disrupt?

29:28 Future-thinking

40:37 Quick hits

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In this episode of Mistaken Identity, Matt interviews Carlos Marques, Head of Product Management at Mobileum. Mobileum is a leading provider of Telecom analytics for security and risk management. There, Carlos works with intricate software products and successfully launches them worldwide. 

In this episode, Carlos describes the risks of merging physical and digital identities when it comes to fraud and risk management. He explains how to test and design secure and seamless products. Carlos also shares some of his experience for what makes a great product manager, and advice for others in the space.

Key Quotes:

“Fraud management is different from revenue assurance because in revenue assurance, you are losing money because you've committed some errors due to misconfiguration or any part of the process that you have might be missed. In fraud, there is a deliberate attempt to explore the flaws in order to commit fraud and monetize it.”

“Now, physical identities and digital identities are merging. So if you think about omni-channel experience, you might go into a store and someone asks you for your ID to buy a service. But if you are coming from a website, probably you will not be able to do those kinds of checks. And if you want to accelerate the experience itself, you might even use social media IDs in order to accelerate the ease of experience and acquiring products. So the two are merging. And at one point you can start with one identity.”

“Nowadays, phones are becoming almost like a passport. They are becoming, let's say, your identity. So you have information on your phone that picks on some of your physical attributes… And that is what is going to allow you to enable really fast access to new services like banking services or other services that might require identity checks. ”

“You need to identify risks. You need to identify the controls, and that's why we talk about continuous control monitoring. Depending on the part of the process that you are coming to, you will need to put the right controls in place.”

“I want to get it right since day one. I don't want to get into a process that someone designed that I'm not able to understand, or that I have to memorize a lot of passwords or be concerned that I'm reusing the password again. I want a seamless experience. I want something that is easy to do.”

“Product managers have to know how to be a storyteller. You need to do storytelling for the ones that are going to sponsor your product. I'm talking about the management or your manager. You need to be an inspiring person to do storytelling with the engineers so that they all get in the same mood. And if you want to test it in front of the customers, you might also want to do some storytelling in order to sell it.”

Time Stamps

00:20 What Carlos does

02:01 Mobileum’s risk strategy

05:28 Understanding digital risk

08:50 Identity passports

12:54 Digitizing verifiable credentials

18:09 Building great customer experiences

23:29 Great product innovations

27:50 How do you know you’re building the right thing?

32:06 Build vs. buy

40:20 Advice for product managers

41:36 The importance of storytelling

42:05 Quick hits

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In this episode of Mistaken Identity, Matt interviews John Gannon, co-founder of Venture5 Media. At Venture5 Media, John helps buy and back creator-led businesses. John’s product leadership and business development experience spans leading cross-functional product teams at DigitalOcean, Amazon, AWS, and Turbonomic. John spent more than a decade building Venture Capital content and education products. He’s an active investor and advisor for more than 20 startups.

In this episode, John describes how to empower your product team, inspire creators, and provide growth opportunities. He also explains the importance of experimentation for creating the best product possible.

In a world where meeting your customers face-to-face is no longer the norm, businesses are faced with a new challenge: how to build meaningful relationships with their customers in the digital age, without really knowing who they are?

It is possible. Enter “Mistaken Identity," a podcast that helps you look at your customers’ modern digital identities in a whole new way so you can protect and delight them by creating amazing, secure customer experiences.

Together with experienced product leaders, we’ll debunk myths, misperceptions and share actionable ways to leverage identity knowledge toward building better products and experiences.

So whether you’re a product manager, digital marketer or entrepreneur, join us for “Mistaken Identity: Unexpected Lessons for Building Great Products Customers Love”.

Brought to you by Okta, the World’s Identity Company.