Demystifying Biometrics: Putting Passwords Out to Pasture Once and For All

Successful small- to mid-sized businesses (SMBs) are often inherently agile, and as a result, they have the opportunity to use technology to not only keep pace with, but actually leapfrog their larger competitors. Many SMBs are also more willing to try new technology tools, especially SaaS- or cloud-based services, which has led to their digital transformation in areas like customer service, supply chain and e-commerce. 

A case in point is biometric authentication, a security process that involves the use of unique biological characteristics of individuals such as facial morphology, voice, fingerprints, or iris scans. While this method of authentication may not be thought of as a key digital transformation technology, it absolutely can be. In fact, here are five ways that this approach can transform your SMB:

1. Say goodbye to outdated passwords.

The inherent shortcomings of passwords are well documented. They tend to be weak, with sloppy user hygiene running rampant – like using the same password across multiple accounts and writing passwords down as a reminder on stray pieces of paper. Passwords are also highly prone to phishing, theft, and loss, with SMBs often considered a softer target than larger enterprises. 

2. Abolish what your customers loathe.

It’s not enough that passwords are often vulnerable to hackers. We also know that consumers really hate them. In fact, a 2022 survey of 1,000 U.S. consumers conducted by Pollfish for my company, Aware, reveals the extent to which they have just had enough of them. About half of consumers have experienced ‘password rage,’ literally what happens when someone has too much password stress/password fatigue. Common reactions also include yelling at loved ones, taking a nap, or binge eating or drinking alcohol.

Tolerance for password-related obstacles is exceedingly low, with the vast majority of consumers having experienced account lock-out and resulting frustration. Moreover, across age demographics, two out of three consumers (66%) avoid or dread the password reset process. The bottom line is that consumers loathe passwords and it’s time we let them move on from them.

3. Offer your users a secure and convenient user experience.

Today’s users (both customers and employees) demand only the easiest, most frictionless authentication experience combined with maximum security, creating a conundrum. If an organization focuses too much on security, it may endanger the user experience; but if it focuses too much on convenience, it increases the risks for fraud, regulatory non-compliance, and revenue loss. Some of the biggest financial services providers in the world are known to write-off billions in losses each year in order to keep their authentication processes easy to use, viewing the expense as “the cost of doing business.”

With biometric authentication, SMBs (or any business for that matter) are no longer forced to digest this unpalatable trade-off. It’s no wonder that the above-mentioned survey found widespread acceptance for biometrics among small-business owners, perhaps a sign that they’re looking towards the future. While a solid majority across age groups also report they would feel comfortable using biometrics in place of passwords, receptivity to newer forms of biometric authentication, particularly facial recognition, is exceptionally strong among younger generations.

In addition, according to our survey, over half of small-business owners (57%) believe advanced authentication methods like biometrics can deliver a better user experience combined with better data protection; and indicated that they would be willing to consider allowing customers and/or employees to replace passwords with biometrics.

4. Enjoy peace of mind.

Moreover, there are many sophisticated techniques organizations can use to ensure the highest levels of biometric data security, and they are applied at every step of the biometric data collection and handling process. One method is making sure the biometric data stays only on the device that collects it. For example, if a mobile app requires biometric authentication, the device could communicate to the app that a user has passed the biometric checkpoint, without that data ever actually leaving the device. In most applications, biometric data is routinely deleted, and never stored in conjunction with personally identifiable information (PII). This means that even if a hacker were able to access the biometric data, it would essentially be useless. 

In the age of software, big doesn’t beat small; rather, fast beats slow.

Finally, in cases where biometric data is stored (for example, a company storing biometric templates against which employee facial images are matched in order to permit access privileges), new data protection techniques are evolving all the time. One example involves breaking up and storing individual images in the form of thousands of bits that are only assembled for the milliseconds needed for biometric data matching/processing. Again, this way, even if a hacker were able to access the database, it would be virtually impossible to assemble composite images.

5. Your users choose for themselves.

Customers and employees always appreciate being given choices. If you decide to implement biometric authentication, you should always give users the option of sticking with traditional passwords if that makes them more comfortable. Chances are, they won’t take you up on your proposal, but by extending the offer to allow them to continue authenticating in the manner they’re most accustomed to, you will help your users feel more in control and build goodwill.

As they say, in the age of software, big doesn’t beat small; rather, fast beats slow. Digital transformation technologies delivered via the cloud can make size a moot point, as those organizations providing cutting-edge functionality to its users the fastest (regardless of their size), win.

Biometric authentication is a digital transformation technology that SMBs no longer need to consider off-limits or out of reach. The good news is, it’s easier than ever to get started today, with SaaS-based, preconfigured biometric authentication widely available to all via cloud delivery models. Gone are the days when advanced biometric authentication capabilities were only available to those organizations with large budgets, deep IT teams, and time to spare. Now, any SMB can have access to these valuable capabilities, at virtually any price point, enabling them to deliver the utmost in security and convenience.