Managing self-provisioned profiles and customer-generated data within legacy IAM has proven overwhelming and costly. A cloud-based Customer Identity and Access Management (cIAM) platform can meet this challenge while helping your business extract maximum value from customer data.

1. DATA SHEET
For a moment, try to imagine your business as a neighborhood grocery store. On
one hand, you need to engage, serve and delight your customers and encourage
them to come back by providing a shopping experience that continually exceeds
their expectations. On the other, you need to manage your employees and your
vendor relationships, and of course you must protect your assets. Obviously, these
challenges have vastly different requirements and outcomes.
IAM Versus CIAM: A Simple Choice
Who’s signed in at register 4? Is Doug trained on the latest items? Is our inventory system up to date?
Minding the Store
How can I follow up with customers
and bring them back?
Where is the best place to
merchandise cosmetics?
What products are my customers
asking about that I don’t carry?
Running the Business
Today, your customers expect an enhanced experience that is consistent across
channels, speaks directly to them and actively solves their problems.
It is vital that you increase what McKinsey Digital has deemed your “Digital Quotient”
(DQ): a measure of your digital performance based on outcomes in strategy,
organization and capabilities. To do this, you can’t afford to rely on a brick-and-
mortar identity management model for your business.

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trademarks are the property of their respective owners. Gigya does not own any end user data or maintain any other rights to this data, other than utilizing it to make Gigya’s services available
to our clients and their end users. Gigya acts as an agent or back-end vendor of its client’s website or mobile application, to which the end user of our client granted permissions (if applicable).
Gigya facilitates the collection, transfer and storage of end user data solely on behalf of its clients and at its clients’ direction. For more information, please see Gigya’s Privacy Policy, available at
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Gigya_Data_Sheet_DS_IAM_vs_CIAM_US
Capabilities Employee IAM CIAM
Scope & Scale • Systems are designed for use by internal
employees, contractors and partners, scaling
for thousands to hundreds of thousands of
identities.
• Systems are designed for use by customers,
scaling to manage millions and sometimes
even billions of identities.
User Experience • IT initiates provisioning of captive identities,
typically sourced from HR systems.
• Self-service options for users are defined
by IT policies.
• The user experience (UX) is defined by a
user’s given processes and permissions, and
trust is assumed.
• Identities are derived from different sources
over time, and are earned rather than captive.
• Users voluntarily register themselves,
and may log in from various touchpoints.
• The UX is defined by personalized
interactions based on data provided by
customers, and trust is earned.
Performance • Performance is optimized primarily for security.
• Since identities are captive, there is a
relatively high tolerance for latency when
using business processes.
• Data points are predefined by IT and stored
in highly structured directories and relational
databases.
• Performance is optimized for a frictionless
user experience.
• Low latency is critical to convert anonymous
users into known customers.
• Data comes from many sources and is largely
unstructured, requiring a dynamic schema
repository.
With the explosive growth of social networks, connected devices and the
increasing complexity of digital marketplaces and data privacy regulations,
boosting your DQ is dependent on effectively managing customer identity, but
managing self-provisioned profiles and customer-generated data within legacy,
employee IAM has proven overwhelming and costly. A cloud-based customer
identity and access management (CIAM) platform can meet this challenge while
helping your business extract maximum value from customer data.
IAM versus CIAM - A Breakdown
Employee IAM solutions, designed to manage company-owned, internal identities, have
limits that become clear when attempting to adapt them for use in managing customer
data. Employee IAM, with fundamental elements designed mainly for security, cannot
offer the scalable and flexible performance required to compete in today’s digital
markets. Simply put, employee IAM can get people into your store (authentication), but
cannot provide insights into who they are or what they do once inside.
To learn more about what CIAM can do for your business, visit www.gigya.com