Customers expect a simple and seamless onboarding and login process. Customer Identity and Access Management (CIAM) provides just that while also helping boost conversions and solidify customer loyalty. With CIAM, companies are able to collect and organise customer identity and profile data and manage customer access to applications, services, digital accounts, and online profiles. CIAM fuses security, analytics, and the customer experience to provide the perfect data and access management solution.
CIAM also helps companies establish robust security policies and ensure that sensitive data does not fall into the wrong hands. Protecting sensitive data from breaches and cybercriminals is critical for remaining compliant with data privacy laws. Furthermore, having a single source of truth helps companies gain valuable insight into their customers’ usage behaviours and interests.
CIAM solutions generally consist of a combination of features, ranging from registration, account management powered by self-service tools, consent and settings management, single sign-on (SSO), multi-factor authentication (MFA), access management, directory services, and data governance. Thanks to CIAM, customers can enjoy a secure and seamless user experience across multiple (omni-channel availability) channels. This helps drive engagement with the brand and solidify customer loyalty.
Customer Identity and Access Management (CIAM) is a customer-centric adaptation of Identity and Access Management (IAM). By merging the authentication and authorisation processes into customer-facing applications, CIAM is able to:
A successful customer experience balances security and usability. Access to personal user data gives companies an opportunity to offer a customised and relevant user experience. However, customers will only be willing to share their personal information if their user experience is built on a foundation of trust and security. Security cannot be compromised to enhance the customer experience. Or vice-versa. CIAM makes this possible.
The foundation of CIAM is: security, scalability, compliance, and customer satisfaction. By integrating CIAM solutions into customer self-service, payment, order tracking, returns, etc., systems, companies can mitigate the risks that arise from weak or recycled passwords.
CIAM solutions streamline the management of digital identities (users and their data) and access permissions (the allocation of access rights to only certain data/information for certain users) that a company (or external cloud provider) collects and stores. Digital identities give customers easy yet secure access to their personal accounts and information while making it possible for companies to create a unique and customised user experience.
When interacting with companies and brands, customers have two simple demands:
As mentioned, CIAM is a customer-centric version of IAM. It implements all the features of IAM with a focus on the customer experience. As such, the majority of the data storage and access rights decisions are allocated to the users themselves. This means that users can design their own experience by opting in or out of access and security protocols, selecting their own privacy settings, and deciding what data they want to share and see.
CIAM has distinct features that help shape customers’ interactions. These include:
Best practice reference: Read how insurance companies save money with CIAM solutions and manage customer data passwordless, securely and efficiently in our blog.
CIAM helps companies provide easy digital access while maintaining high security standards. The most common advantages of a CIAM system include:
In summary, CIAM is a streamlined and secure way for organisations to manage their customers' identity and access to their services.
How Can CIAM Improve the Customer Experience?
CIAM enables companies to create a seamless and personalised experience for their customers across all channels. With CIAM, customers can easily register, log in and access their accounts without having to remember multiple usernames and passwords.
Read how using a CIAM system increases customer satisfaction and loyalty in our blog.
How Does CIAM Support Businesses?
Overall, CIAM provides businesses with a comprehensive and flexible approach to managing customer identities and access that improves the customer experience, security and insight while reducing cost and complexity.
What Are the Best Practices for Implementing CIAM?
Best practices for implementing CIAM include conducting a thorough assessment of your organisation's security and data protection requirements, selecting a CIAM solution that meets those requirements, integrating CIAM into existing systems and processes, and continuously monitoring and updating the solution to ensure it remains effective.
More information on the successful selection and implementation of CIAM solutions can be found in our blog.
What Are Some Features of CIAM Solutions?
Features of CIAM solutions include user registration and profile management, authentication and authorisation, single sign-on (SSO), multi-factor authentication (MFA), social login and consent management.
Read how you can outperform the competition by combining CIAM and MFA in our blog.