Do you feel that your customers are shaking up your identity and access management (CIAM) practice? Does your strategy include identity that provides a seamless yet secure customer experience?
Analysts see it!
Customer identity and access management (CIAM) can significantly detract from customer experience if it is overly burdensome; however, if it's not strong, it doesn't provide enough security. Enterprises struggle to find the right balance between a seamless customer experience and good security. This struggle is heating up the customer-facing CIAM market as you can see in recent reports from both Gartner (you can grab a copy here) and Forrester covering this new market segment and its continuing evolution to address user-friendly, large scale, multichannel customer use cases.
Enterprises need it!
We hear from our customers time and again that their Legacy IAM systems are poorly suited to address stringent CIAM demands for scale, performance, security, usability and support for seamless multichannel customer interactions. Their identity functions are often tangled with consumer marketing and sales processes that do not follow the traditional employee-facing patterns for identity life-cycle and access. All too often this leads to solutions that are put in place and managed by lines of business or sales and marketing, outside the control of IT, setting the business up for failure.
It can be done!
To get CIAM right and ensure the right balance of security and usability, IT must take an active role in partnering with the business to solve critical gaps in consumer-facing identity and access management solutions. Review this blog by Eric Barnes at WaWa Inc, a chain of more than 650 convenience retail stores, as he discusses their unique CIAM requirements, how they enabled identity-centric customer engagement across channels and provided a full brand loyalty experience with offers and services designed to make their customers' lives better and easier.