If your business is a grocery store, you can divide your management needs into two types, with customer satisfaction and sales enablement (shoppers) on one side and back-end employee and inventory management on the other. Applying this model to your digital business, does it make sense to use the same system to manage the identities of employees and vendors as it does to empower great experiences for your customers?
The digital transformation of business demands a new strategy for identity management that is focused on the user experience. However, this strategy is at odds with the typical capabilities of legacy IAM systems, which have been designed primarily around security and access governance.
Enter Customer Identity and Access Management (CIAM)
CIAM solutions are cloud-based platforms purpose built to handle the variety and velocity of today’s customer-generated data at massive scale. These solutions enable the building of truly unified profiles across all digital channels, giving you the 360-degree view of your audience that helps your business attract, retain and energize customers.
Traditional IAM systems might be capable of authenticating customers—that is, getting them into your store—but they can’t tell you who they are or how to enhance their experience once inside.
To learn about three areas where IAM falls short when managing customer identities, and the reasons why, download our data sheet: IAM versus CIAM: A Simple Choice.
By David Kerin