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Okta Launches Customer Identity Workflows, Bringing No-Code Identity Automation to Digital Initiatives

New platform-driven product automates complex identity processes by connecting to every part of the customer experience

Okta, Inc., the leading independent provider of identity for the enterprise, at Okta Showcase, announced Okta Customer Identity Workflows, a new product that enables product builders and IT professionals to automate the most complex digital transformation identity processes. Customer Identity Workflows makes user identity extensible across the entire software stack with low-code options for developers through Okta Hooks or using drag and drop tooling for non-technical business units.

Organizations today are rapidly scaling digital initiatives by deploying more technology to meet changing market needs. Organizational productivity and personalized end-user experiences depend on tight data integrations and automation across those technology systems. Business processes, customer engagement, and agility suffer when customer data isn’t readily available or relies on manual tasks. Identity-centric workflows enable teams to build automated, customized identity processes, ultimately democratizing and accelerating innovation.

“Every interaction within the customer journey today is unique, with businesses needing to cater to a variety of users in a personalized way,” said Diya Jolly, Chief Product Officer, Okta. “Okta has built an identity platform that is broad and flexible enough to suit each of these unique experience use cases. Customer Identity Workflows leverages automation to empower everyone in an organization – from a non-technical business leader to a developer – to program how user identity flows to and from every piece of the customer journey. This is incredibly powerful for any organization embarking on digital initiatives.”

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Customer Identity Workflows: Program and Automate Identity Across the Stack

Okta Customer Identity Workflows enables enterprises to make identity actions completely programmable without having to write code. Every person in an organization can take an active role in digital transformation initiatives. Okta Customer Identity Workflows can be seamlessly integrated through the Okta Identity Cloud’s platform-driven approach, connecting to disparate systems while ensuring demographic-specific, geographic-specific, and privacy-specific logic is in place.

Use Workflows as a Runtime for Developer-Driven Okta Hooks

Customer Identity Workflows serves the needs of technical teams in addition to non-technical units by acting as a runtime for Okta Hooks. Introduced at Oktane19, Okta Hooks builds on the already robust integration capabilities of the Okta Identity Cloud by enabling developers to quickly extend Okta into other systems with custom code. Development teams can now use Okta Workflows instead of hosting custom Okta Hooks logic on cloud or on-premises infrastructure, unlocking greater agility and providing even deeper customization.

“Umpqua Bank offers more than just traditional banking services to our customers; we bring personal attention, community spirit, and compassion to everyone who banks with us,” said Rocco Martin, Senior Software Architect, Umpqua Bank. “A key part of this is creating seamless customer journeys for each individual, leveraging who they are to make their experience with Umpqua unique. Okta Customer Identity Workflows offers incredible promise by giving us tools to provide our customers a robust, safe, and forward-looking identity experience.”

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Okta Customer Identity Workflows enables organizations to:

  • Orchestrate the customer journey: Provision and deprovision access to business-critical technology including custom applications as well as share data across systems, platforms, and warehouses. Automate communication inside and outside of an organization with notifications to customers, vendors, and internal teams.
  • Safeguard data privacy compliance: Automate regulatory compliance – including logging granular audit trails, syncing consent and preferences, and kicking off data retrieval requests – with downstream technologies already in place.
  • Enable no-code or custom code tooling: Access an open platform for custom automation with options for developers and non-technical team members alike including fully no-code options with user-friendly flows using drag-and-drop tooling.

Expanding the Okta Integration Network with Customer Identity Workflow Connectors

The Okta Identity Cloud’s neutrality is underpinned by the Okta Integration Network, with over 6,500 integrations to the most popular cloud applications and tools. As part of its integration-rich platform, Okta has built Customer Identity Workflow Connectors to some of the most in-demand digital transformation tools on the market. New connectors for Marketo, OneTrust, and Salesforce are the first of many Workflow Connectors explicitly designed to speed and simplify complex identity processes across customer journeys.

“OneTrust powers privacy, security, and data governance programs for over 6,000 organizations,” said Kabir Barday, Chief Executive Officer and founder, OneTrust. “Our customers recognize how important it is to maintain trust with their own users, with the protection of their privacy and identity paramount to building and growing that trusted relationship. Being able to automate how a user’s identity flows into their consent management choices not only helps keep Okta and OneTrust’s joint customers compliant, but enables a seamless customer experience.”

“Marketo Engage’s mission to help marketers master the art and science of digital marketing could not be more important in today’s digital-first climate,” said Brian Glover, Head of Product Marketing for Marketo Engage, Adobe. “By integrating seamlessly with the Okta Identity Cloud, Okta is giving our joint customers the ability to automate the flow of user identity into the Adobe Experience Platform, further enriching data sets and making marketing efforts even more targeted and effective for businesses everywhere.”

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Okta Platform Services: The Key to Unlocking Customer Identity Workflows

Okta Customer Identity Workflows is powered by Okta Workflows, one of six Okta Platform Services that are foundational technologies at the heart of the Okta Identity Cloud. Okta Platform Services enable Okta to meet unlimited identity use cases and to deliver open and extensible technologies to customers and partners through products and integrations.

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