3 - Market Drivers

Driving Business Initiatives with CIAM


“Firms that invest in improving digital customer experiences aligned
with both customers’ reality and their own core business initiatives will reap rewards.”3



One of the primary values in a well-designed CIAM solution is its ability to span across channels and business units to create an accessible and unified customer profile. It also enables app dev teams to leverage centralized security, privacy controls and other CIAM capabilities. This streamlines and speeds time to market for future digital business initiatives, and reduces the need to rethink these capabilities for each new app you launch.


So where can CIAM help you deliver immediate value that can benefit the entire organization? To help answer that, consider these six business initiatives that typically drive the need for CIAM:

  1. Digital business transformation
    Customer experience has been called “the heart and soul of digital transformation.”4 CIAM is a key enabler for digital business strategies and supports positive customer interactions and personalization across all channels and apps.

  2. Security risk reduction
    The alarming rise in new attack vectors, coupled with the scale and frequency of data breaches—not to mention the costly damage they can cause brands—puts securing customer data at the top of the IT team’s priority list. Customer identities must be secured from authentication all the way to the data layer. CIAM solutions provide features such as MFA, end-to-end data encryption and more in their security arsenal.


  4. Internet of Things (IoT) adoption
    CIAM’s capabilities, including scale, security, performance and profile unification, are fundamental to supporting IoT initiatives. As companies seek to offer innovative IoT products and services, CIAM is key to securing interactions between devices and humans.


  5. Privacy regulatory compliance
    Data privacy is a growing concern for customers, who are sharing more information with more organizations and their partners. As a result, the regulatory environment is getting increasingly complex and can vary widely by geography and industry. Organizations must adhere to dynamic sets of rules that vary from customer to customer. CIAM solutions offer centralized policies and fine-grain data access governance that can be used to enforce customer consent on an attribute-by-attribute level and adhere to regulations in a dynamic privacy landscape.

  6. Mobile application development and delivery
    Mobile applications can be an exciting new medium for customers. Providing a mobile customer experience that is consistent with web apps and other channels requires a modern CIAM solution. Though mobile is only a single piece of the multi-channel puzzle, mobile initiatives can be a catalyst to incorporate scale, performance, security, single sign-on (SSO) and other CIAM capabilities into an enterprise.

  7. Partnership, merger and acquisition activity
    The integration of multiple web properties under a single brand—often driven by new business partnerships, mergers and acquisitions—can create disparate data silos. This results in disjointed customer experiences and requires varying levels of data unification. CIAM solutions provide single sign-on and data synchronization capabilities that can help create a single unified customer view across organizations, web properties and applications.

(3)  Deanna Laufer, Allegra Burnette, Tony Costa, Andrew Hogan, and Kelly Price, with David Truog, Gabriella Zoia, and Rachel Birrell, Improve Digital Customer Experiences, Forrester, Jan 10, 2017.

(4)  Vala Afshar, The State of Digital Transformation, Huffington Post, Sept 9, 2016.


Chapter 4