Basketbal Vlaanderen improves user experience with personalised online services

Basketbal Vlaanderen is responsible for organising and promoting basketball in Flanders and coordinating everything to do with the Belgian Lions, the Belgian Cats, the Belgian 3X3 team and the Belgian youth teams. The organisation can boast around 56.000 members in over 224 clubs. Basketbal Vlaanderen wanted to offer their players, referees, clubs & fans personalised content and services, regardless of platform or device. That’s where AE came in with Customer Identity & Access Management (CIAM).

01 - Challenge

Basketbal Vlaanderen aimed to improve user experience with personalized services across devices, targeting specific user groups like players and referees.

Basketbal Vlaanderen wanted to improve the online experience of their members, regardless of platform or device, and offer them personalised services. This is part of a larger strategic plan to improve user experience and reach specific users (users below a certain age for example). Whether you’re a referee, an enthusiastic fan, a player that wants to follow-up his own data, a scout that wants to check player performances over time... you should get the data and services that are relevant to you and for which you’ve shown interest.

02 - Solution

The CIAM project centralizes login with multiple methods and unifies user data to enable personalized content across platforms and services.

The complete CIAM project consisted of two parts. The first module ensured that users are authenticated via a centralised login and gain access to the correct digital services, regardless of what data is consumed. In addition to username and password, you have a social login via Facebook, Apple or Google. The login also provides access to online services, such as real-time scores of basketball games, from non-secure devices. The second module ensures the centralisation of all kinds of data surrounding the user identity. This allows various services (website, app, external services such as Refassist, etc.) to retrieve user preferences and show personalised content or allow a targeted action to the right target audience

"CIAM is the first step towards personalised content for our players, coaches, officials and fans. AE’s guidance helped us take the right path during this digital transformation"

Benjamin Bogaert, Manager Sport, events & communicatie at Basketbal Vlaanderen

03 - Outcome

Future-proof CIAM for privacy, security and personalisation.

The complete CIAM implementation brings a series of benefits for Basketbal Vlaanderen. All login and access flows for the parties involved are streamlined and managed from a single CIAM platform, which increases both ease-of use, privacy and security. Next to that there is an improvement in user experience, as users have easy access to various applications and services from one login. Basketbal Vlaanderen is now able to understand the login behaviour and can trigger specific actions to strengthen the connection with their users. And last but not least, Basketbal Vlaanderen will be able to handle future changes more easily, whether it concerns new applications, services or changing security requirements (e.g. GDPR) or handling a larger number of users.

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