Customer Identity and Access Management (CIAM) encompasses the procedures for ensuring user recognition across the various communication channels offered by a brand. This approach also includes managing access to restricted content, such as paid content or content protected by a virtual wall. The customer recognition challenges addressed by CIAM extend from digital interfaces to physical interactions in stores or by phone.
To achieve this, a variety of identifiers can be used, such as advertising IDs, unique login sessions, cookies, mobile IDs, virtual or physical loyalty cards, facial recognition, social media logins, and many others. The goal of optimized customer identity management is to foster a seamless user experience and leverage available data.
It is essential that this management takes place in compliance with a strict legal framework, taking into account regulations such as the GDPR, e-privacy directives, CNIL standards, and other regulations in force.
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