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‘C’ What Your IAM System Lacks in a Customer-Centric World | @CloudExpo #Cloud
Cloud-based CIAM systems offer on-demand scalability to support millions of dynamic users across mobile and web channels
By: Suresh Sridharan
Nov. 6, 2015 03:00 PM
The age of mobile applications, pervasive use of social media and growing demand for accurate consumer data are converging to drive significant changes in how organizations connect with and market to their respective customer bases - as well as the technologies they use to do so. It's becoming increasingly clear that legacy technologies that weren't purpose-built for consumer-facing use cases will no longer suffice.
Take, for instance, identity and access management (IAM) systems. Historically used to manage a business's internal employee records, many brands leverage modified IAM systems to manage their customer identity records as well. These brands are finding, however, that there are significant differences between managing corporate data resources and managing exabytes of consumer-generated data, and these differences simply can't be addressed effectively with IAM systems.
IAM ≠ CIAM
For these reasons, many organizations are finding that their use of IAM systems for consumer-focused identity management projects is contributing to poor customer experiences.
Interestingly, even Forester Research agrees, and, recognizing the unique requirements of the management of customer identity data, the independent market research and advisory firm recently acknowledged an entirely new market, customer identity and access management (CIAM). CIAM systems allow businesses to understand their customers on a deeper level by facilitating the registration and identity verification processes across devices, consolidating data into rich customer profiles and integrating those profiles with additional marketing and service technologies. These capabilities yield a better understanding of an organization's users and make privacy a priority, leading to known, loyal and engaged customers rather than anonymous shoppers. Operationally, CIAM solutions emerge superior to IAM systems as well, using the cloud to ensure that scalability is a non-issue and performance is not compromised.
CIAM: Purpose-Built for Customer Identity's Unique Requirements
Scalability and Usability Across Channels
Privacy and Security
Holistic View of the Customer
As we dive deeper into the age of the customer, and digital user experience continues to become a source of competitive differentiation, it's more important than ever for businesses to take advantage of customer identity data in their marketing, sales and service efforts. Unfortunately, IAM systems - while absolutely adequate for managing employee identities - are hardly equipped to leverage customer information. By deploying a purpose-built CIAM platform, organizations can harness the power of customer identity data and secure a competitive edge.
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