Customer identity and access management (CIAM) often bridges the gap between IT, marketing, application development and lines of business. It builds a foundation of identity and gives your enterprise the ability to identify customers and know their preferences no matter which channel or device they’re using to interact with your brand. It also enables you to protect your customers’ privacy and ensure that their data is safe from breaches.
A number of different solutions, not limited to customer IAM, claim to be scalable and secure, protect customer privacy and create unified profiles that facilitate omnichannel engagement. But without understanding the mechanics of how this is achieved, those claims could be marketing fluff as easily as they could be legitimate solutions. Or, a solution may be suitable for an isolated app launch or two, but as use cases expand and more sophisticated integrations are required, they fall short. Enterprises need to evaluate what’s under the hood to ensure that they are able to achieve intended outcome after spending time and money implementing the solutions that make these claims.
You’ll never run into a sales rep of any customer IAM solution who says their solution isn’t secure, isn’t scalable, can’t comply with privacy regulations or can’t create a unified profile in your environment. However, many CIAM products are evaluated by lines of business, marketing or individual app dev teams that don’t have the necessary technical expertise to truly understand the larger ramifications of the solution they’re choosing. In these situations, you risk implementing a quick fix that could potentially cause major roadblocks for future initiatives.
You can make a number of specific inquiries to filter through the marketing fluff and determine whether a solution has the scale, security, privacy protection and ability to create a unified profile that you need. To really dive into these details and confirm whether a solution will work in your specific environment and use cases, it’s critical that IT be involved.
“During the planning stage, or even as late as the implementation stage, some organizations find that their current on-premise IT infrastructure is in some ways insufficient for handling the projected needs of the CIAM solution...IT teams should welcome the opportunity to work with Sales and Marketing to transform IT into a revenue producing service.”1
- John Tolbert, KuppingerCole Analyst