Consumer identity and access management (CIAM) is the connective technology between consumers and brands. CIAM is an important consideration when navigating routes to market for your products and services. A consumer’s journey navigating solutions to problems is where you can leverage the CIAM building blocks — capture, engage, manage and administration — for more personalized campaigns and direct consumer engagement. Read on to learn the meaning and drivers of these building blocks.
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CIAM vs IAM
CIAM has a different objective compared to traditional workforce identity and access management (IAM) solutions. It aims to bring in as many consumers as possible while authenticating them in an engaging and personal manner.
Where traditional IAM is all about access control, CIAM is geared toward consumer data capture and engagement. CIAM opens the door to more personalized offers through progressive profiling and secure interactions with consumers — from discovery to online shopping to brand advocacy. That leads us to the building blocks of CIAM.
The Building Blocks of CIAM
Capture: Every business will need to capture users’ identities and profiles to engage with them in a personal manner. This is an important step in enticing unknown users to provide information and helps the organization establish a relationship with the consumer.
Engage: At this stage, the organization must balance security and experience to connect with consumers on a deeper level. Your stakeholders will want to look at improving the user experience through social login and single sign-on and employ multifactor authentication (MFA) to prote ..
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