CIAM - the key for managing customer data



Technology has always been transforming the lives of human beings to an advanced stage never seen before. The invention of IC engines paved way for disruptive innovation in the transportation sector which changed the shape of the world. The invention of the computer has been seen as a game changer for humanity in all fields. In this modern era, the term digitalisation echoes everywhere. Digital platforms have made our life very easier. Everything can be done in the comforts of one's home. Billions of data are being created, stored and processed every day.

Need for a Robust Platform

Right from the beginning, i.e., when customer login into a particular website, opening an account, authentication, user experience, personalisation to securely protecting their transaction and data, some tool is needed to integrate all the above factors and ensure a smooth experience to the user. A single customer could log in from multiple platforms such as web, mobile or partner site. So, there is also a need to streamline the process and ensure proper authorisation and authentication while not compromising on end-user experience and comfort.

What is CIAM?

Hence, Customer Identification and Access Management (CIAM) was incorporated to ensure that organisations were able to provide flawless and harmonious customer experience irrespective of the digital platform they use (mobile, web, etc) to engage with their brand. CIAM is a software tool that allows a business to manage the identities of the consumer in a secured manner while adhering to privacy regulations. The uniqueness of CIAM lies in the fact that it improves the customer experience while ensuring data protection to millions of users.

Focus of CIAM

CIAM offers multiple functionalities such as managing customer registration, single sign-on, access management, multi-factor authentication, data access governance. CIAM goes beyond providing a simplified customer experience. It also focuses on providing personalised service to the customers. Since, CIAM deals with various personal details and data of the user, getting consent from the users on the usage of the data also remains crucial. CIAM allows the user to define the usage of the data collected by the CIAM providers and the organisation itself. Therefore, CIAM provides holistic privacy and consent management for managing user consent.

CIAM – Case Study

People might wonder about the humongous importance given to the customer login experience. Ping Identity – one of the leading firms in CIAM surveyed 4000 plus people across different countries. The theme of the survey was data privacy and security breach. And the findings emphasised the importance of a seamless customer login experience and secured environment. More than fifty per cent of the respondents felt that the organisation is responsible for protecting user data, despite the user falling prey to phishing scams. More than eighty percentages of the respondents were firm in stopping their engagement with a brand if a data breach emerges.

Need for CIAM

The key takeaway is that the people are holding companies responsible for protecting their data. As processing data by multiple stakeholders of the same organisation gains more significance, there can be no room left for a data breach to occur. CIAM helps in maintaining consumer trust in data security and handling due to its robust features. Apart from this, there are many benefits for an enterprise in adopting CIAM. The below six are often mentioned as primary needs for incorporating CIAM.

1) Digital Transformation

The pandemic has emphasized the need for enterprise for digital transformation. Many global companies are making digital transformation one of their core corporate strategies. The reason for the huge interest in digital transformation lies in the fact that it optimises and increases the efficiency in operation, reduces discrepancies etc. A huge part of digital transformation involves managing customer interaction and CIAM emerges as a clear winner in helping enterprise with the above needs.

2) Privacy and Consent Management

People are more concerned about how their data gets used and protected by the organisation. Since identity management systems have access and share sensible information of the customers using the portal, it becomes extremely important to take care of the data privacy of the users. Consent management is another field that helps the user to understand the transparency in the data they share.

3) Internet of Things

Internet of things (IoT) is rapidly modernising the existing systems and devices. IoT paved the way for the integration of the internet with all systems. CIAM helps in providing secured interaction to the users.

4) Security threat

Processing millions of user's data has to been done in a secured manner. Digital transactions have increased the need for robust security features with customer-friendly measures.

5) Mobile Apps

Management of data becomes essential as the users possess various methods to access the platform (website, mobile apps etc). CIAM emerges as the best tool in seamlessly integrating all platforms.

CIAM has appeared as a game-changer in streamlining the end-user experience and this is going to continue for the upcoming years as well.

Article by

Hayagrivan Balaji

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