In today’s digital world, customers want a faster, better and a cheaper high level of service. Customer’s journeys have never been as complex. Customers interact across many channels in their buying journey. They are expecting a unified user experience, which they can control and adjust to their preferences. An instant, secure and seamless customer experience across all the applications and devices is the new norm. Security and identity management are playing a central role. Here is where Customer Identity and Access Management (CIAM) comes in.
Customer Identity and Access Management, or short CIAM, main business drivers focus on attracting and retaining customers. This is different from the traditional Identity and Access Management (IAM), which is all about reducing risk and improving operational efficiencies. With Customer Identity and Access management the number of identities that need to be secured runs into the ten of thousands up to millions. The identities are initially unknown and become known over time. The customer is in control of their preferences and profile, which requires a user centric privacy protection approach and an outstanding service level to meet customer’s digital experiences across all channels.