What Is Customer Identity Access Management (CIAM)?


Customer identity access management (CIAM) solutions enable companies to manage more than just customer information. CIAM makes it possible to manage data-sharing consent, self-service customer registration, account management, single sign-on and multi-factor authentication (MFA) across channels (mobile, web, apps, etc.). So, what exactly is it? And how does it work?


CIAM is a method of securely managing customer information and access across systems and business units. For the business, it connects disparate systems to provide a single source of truth for customer access, profile management and analysis. Meanwhile, it also gives customers better control of the data they share.


How CIAM Impacts Customer Experience


Consumer buying habits have shifted rapidly over the years. Retailers now face many challenges in order to adjust. Today, consumers expect digital-first storefronts that provide high-quality customer service through a secure omnichannel portal. Consumers are also concerned about how companies use their data. They want control over the data collected, as well as what companies share. In a 2021 Hubspot Future of Commerce survey, only 31% of consumers surveyed were willing to share any kind of data with brands.


The 2020 EY Global Survey found consumers are more invested in privacy and digital safety issues than in previous years. A CIAM helps build trust by ensuring you honor data privacy, keep data secure and only share it at consumer ..

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