Man logging into secure digital identity server.

6 Emerging CIAM Trends

Ryan Pelicos Tuesday, November 15, 2022

The growth of the digital age has increased customer demand. People expect a faster and more convenient service now more than ever before, and the traditional concept of the ‘customer’ has changed. 

Companies have had to adapt quickly to meet these demands and utilize customer identity and access management, otherwise known as CIAM. 

CIAM allows businesses to capture and manage customer identity and profile data securely. It also controls customer access to applications and services. 

So, what are the emerging technologies in CIAM? We’re here to tell you. 

1. Managing User Complexity 

The availability of access solutions can be overwhelming for customers, causing confusion and irritation. Users need to think of safe and suitable passwords, remember the names of secret questions, and so much more to log into accounts. 

Throw in the growing number of security breaches, digital fraud stories, and identity theft, and businesses face extreme pressure to make their services as secure as possible for customers. 

New CIAM features can help with these requirements, helping understand the context of someone’s access. For example, access can be both simple and secure by using an authentication process. 

On the back end, cloud systems with API and SDK software can help build a design as unique or practical as necessary to manage user identity. The system can be built to meet each company’s unique needs, providing security and protection while assisting IT, customer and sales teams work on daily operations. 

2. Improving Security and Privacy 

This leads us to another trend in CIAM – improving security and privacy. The increasing amount of data protection legislation, from GDPR to CCPA, has prompted companies to become increasingly aware of privacy and protection issues. 

Because of this, more and more layers of digital security are being introduced. Everything from next-generation firewalls to zero-trust tools to help defend businesses and their users. 

CIAM solutions are gaining increased visibility so customers can be more confident in the businesses they’re working with.  

3. Cloud-Based Software 

For companies, cloud-based applications help save on staffing requirements and enable them to get up and running with CIAM services without too much effort. 

Many risk-averse and regulated firms are switching to private and hybrid cloud services to reduce investment in expensive infrastructure. 

All businesses, including start-ups and high-growth companies, reap the benefits of cloud-based technology, developing competitive and exciting services quicker. And customers are more than happy to have easier access to their services. 

Meeting customers’ needs in this way grows business confidence and reduces customer churn. 

4. Enhancing the User Experience (UX) 

Any business wants a smooth and well-integrated user experience, otherwise known as UX. CIAM software is essential in combining an effective UX with suitable security to draw in prospects and retain customers. 

Introducing CIAM services to the front of landing pages, apps, and other touchpoints helps give a positive impression every step of the way, from signing up to browsing sites and services. 

Improving the UX is a never-ending, continuous process. For accessing apps, for example, it’s moved from passwords to logging in with social media accounts or using physical security on smart devices. 

Integrating and improving UX through CIAM will continue to be the future of CIAM. 

5. Continuous Risk-Based Authentication 

Continuous authentication involves confirming the identity and ongoing risk. Instead of looking at authentication as one event, it enables you to assess risk and make access decisions utilizing real-time signals from users and devices.  

Authentication as a decision based on the ability to reproduce a password properly isn’t secure enough to fight aggressive methods like bot attacks or the enhanced sophistication of phishing attempts. 

Without risk-based authentication, which addresses the integrity of someone’s user identity claim, behavioural patterns, and device security posture during the login period, brands can be at increased risk for fraud and breaches. 

Real-time risk signals are essential to continuous authentication as risk status isn’t static. For example, users may purchase new devices, travel to new places, or download risky applications onto their devices, which may affect their authentication security. 

While zero trust principles are popular in the workforce, companies are also showing a growing interest in continuous authentication for customers. This is especially so across eCommerce and financial services industry leaders. 

The motivation is different for CIAM, however. Continuous authentication in the workplace focuses on securing access to company resources regardless of device management status. 

In CIAM, continuous authentication enables brands to remove the burden of authentication from users and allow machines to create trust. 

Continuous, risk-based authentication is an on-going procedure of data collection surrounding the user and device risk signals, creating a suitable authentication experience based on those risk signals and adjusting risk models to improve access decisions. 

6. Building Stronger Customer Engagement 

Customer-facing businesses are under increased pressure to transform and improve how people interact with their brands. As such, one of the most powerful emerging technologies in CIAM is improved customer engagement and reduced time to value. 

If you’re building a product, you, of course, want people to engage with it. Providing an excellent experience is essential to fostering and maintaining those relations. 

Brands are built on customer trust, which can only be grown over time. One of the most successful ways to build confidence as a brand is to request user information progressively. Only introduce minimal friction if absolutely necessary. 

For example, the user registration procedure can often cause companies to lose potential customers. If it comes up too early, someone may easily be discouraged from exploring the website further. If it occurs too late, that person may not be actively engaged. 

That’s why it’s essential to provide the appropriate prompts and content at the right time to the right people to solidify and maintain connections with users. 

It’s also essential to deliver a consistent look, feel, and branding across all touchpoints and to speak the user’s language. All of this can help keep them engaged and interested in your brand. 

Improve Your CIAM 

The world never stops changing and growing, and neither does CIAM. 

These emerging technologies in CIAM will help define how companies choose CIAM services and how they’ll use them to enhance the UX as they sign in and interact with services. 

At Portage CyberTech, we power trusted digital transactions between individuals, businesses, and government organizations. Our team is driven by some of the most ambitious digital projects and works to raise the visibility of our clients at home and abroad. 

Our dedicated team are experts in all things digital – identity, access management, trusted services, and communications and we’ve created the solutions designed to improve your CIAM. 

Learn about how Portage CyberTech can assist you with your CIAM efforts