Transforming the customer experience is at the heart of digital transformation. Digital technologies are changing the scene for customer interactions.  Customer Identity and Access Management (CIAM) is an essential area in the IAM, which is effectively the foundation for digital customer experience.

As customers start viewing digital interactions as the primary mechanism for interacting with brands, they expect deeper online relationships delivered simply and seamlessly.

Customers however expect to exercise control around how organisations collect, store, manage, and share their data, while organisations have to comply with GDPR or other privacy regulations.

Unlike Workforce IAM which focuses on reducing risk and operational cost, CIAM drives the revenue growth of your company, by leveraging identity data to acquire and retain customers, as it drives the layer of interactions with the customer.

Key functionality from a customer perspective

1 | On-boarding

A prospect visiting your site usually starts visiting you anonymously, even if tracked by some cookies to further personalize your site to fit his expectations.  As he later engages with you, there is always a minimal contact form to be filled-in.   Once he bought some product or service from your company — he might need to provide extra information for a full signup to consume company’s services online.

In digital B2C, the onboarding process is mostly a self service;  most of the time spent while on-boarding happens via an online registration form.  Nowadays this even happens most of the time on a mobile device.   To reduce the friction due to the manual input and verification of user attributes, your customer should be offered when possible the choice of signing up via a known public identity provider (Facebook, Google, or government ID for higher identity assurance).

Even in the latter case, the registration process ends up by some form submission, before proceeding to an entitlement check with your services.

The user experience of the customer on-boarding portal is therefore among the top priorities of a CIAM solution.

2 | Authentication and single-sign on

As your prospect later comes back after the intial sign-up, he still wants to benefit from an easy online experience.  Social login may be a proper solution to reduce the authentication friction, but there is clearly a compromise between the convenience and security.

Use of multi-factor authentication should be limited only to scenario where the risk is high.  To achieve this, the CIAM solution should support context-aware authentication and autorisation.  To determine the risk of the transaction — all known factors should be taken into consideration, the geographical location where the transaction is initiated from, the device being used,  the value of the transaction and many other things.

Single Sign On (SSO) is a must in a CIAM solution, when you have multiple portals to perform business functions, or to benefit from a federated or social login.

3 | Self-service Portal

The self-service portal in a CIAM solution is the single application to view/update his/her profile, manage consents given to third party applications, reset password, manage credentials, manage preferences, and so on.
So not only it should be easy for a customer to maintain its own identity data, but also provide him with a high level of trust that his privacy is protected and enforced.

What does TrustBuilder offer as CIAM solution?

TrustBuilder provides a Customer Identity and Access Management platform that enables an organization to easily onboard, authenticate customers, while at the same time meet strict internal security policies and security-related regulations, through the delivery of a seamless, consistent, personalized experiences to your customers.

TrustBuilder delivers proven CIAM technology as IdHub support:

  • Very high scalability (Multi-million customers deployments)
  • Up to 99.999% availability
  • Context-based adaptive authentication, combined with ABAC to achieve the right balance between security and user experience
  • Omnichannel experience through consistent support of  browser, mobile and API access

Contact us to know more how Identity Hub can support your
CIAM initiatives.