This article will focus on CIAM solutions. They help to conduct data-based analytics, focus on managing and controlling third-party access to business applications, web portals and digital services.


CIAM stands for Customer Identity & Access Management. The work of solutions is directly related to the management of identification and access to customer data. To be more precise, CIAM allows you to identify clients, recognize them faster, merge repositories and manage them. Solutions are used to protect data and help companies conduct their business safely. CIAM is also a key technology for increasing customer loyalty and increasing sales, for example, on e-commerce sites during advertising campaigns or special events.

What is the difference between CIAM and IAM?

It is generally assumed that the technologies required for customer identification and access control (CIAM) are the same as the technologies for traditional identification and access management (IAM) in the enterprise. Traditional IAM solutions, also known as Enterprise, Employee and Personnel IAM, are IT systems that ensure that only company personnel or certain business partners can access the corporate network and its data. IAM solutions have already proven themselves well, so some companies have begun to believe that since they already have this technology, it will not be difficult for them to implement it for their customers. Such a misconception arises due to a misunderstanding of the critical differences between the IAM of staff and the IAM of customers. Managing access to data and identification of customers and staff varies in the degree of complexity of technology implementation. CIAM imposes different and much higher requirements on customers than on staff. As a result, the disposal of IAM solutions for personnel can be problematic. Since traditional IAM solutions are designed to facilitate employees’ access to internal systems, they cannot provide information about the identity of the client. Indeed, it is CIAM that processes personal data. However, companies need such data to understand their customers and remain competitive in the jewelry market

What are the advantages of CIAM solutions for small and medium-sized businesses?

The customer wants the purchase process to be smooth and personalized. Indeed, the standard purchase of a quality product is no longer enough to meet all the needs of the buyer. Therefore, the business should be able to provide the perfect customer experience. With CIAM, companies can learn more about their customers, which allows them to create seamless, consistent and personalized multi-channel services. Personal data will be protected and their management will be simplified (with constant receipt of new information). CIAM solutions are necessary not only to increase loyalty, but also to protect customer data on the company’s website. Thus, CIAM guarantees compliance with regulations such as GDPR. The data security of an online store and its consumers is one of the most important arguments faced by companies in digital consumption. Brands must protect their customers, gain their trust and ensure the safety of their actions. Specialized CIAM platforms are designed in such a way as to ensure maximum profit from obtaining customer data. CIAM solutions help ensure smooth interaction with customers, so tasks such as logging in, authentication, or preference management do not interfere with business operations. In addition, CIAM technologies meet critical needs for the protection of personal data in public networks and enable businesses to comply with diverse and ever-changing privacy rules.