Modern customer identity management – what CIAM decision-makers say
Why Customer Identity and Access Management Is More Important Than Ever
Customer Identity and Access Management (CIAM) is no longer a purely technical side topic. Digital business models, self-service platforms, and platform economies rely on customers being able to access services quickly, securely, and without friction. At the same time, cyber risks, regulatory requirements, and sensitivity around data protection continue to increase.
As a result, CIAM has become a strategic lever. It connects security with user experience and increasingly determines whether digital services are actually used—or abandoned. Authentication itself can significantly influence the customer experience, both positively and negatively. You can explore this in more detail in the Umbrella Security Operations GmbH blog post „CIAM & Customer Retention: Authentication Works – But at What Cost?“.
ℹ️ But where are the challenges?
„Secure, modern login methods for externally offered services and convenient access for customers—these are the core functions of Customer Identity and Access Management, or CIAM. Yet both areas still show significant room for improvement. Organizations that fail to adopt modern solutions risk user drop-off due to complex onboarding, loss of trust after security incidents, and ultimately declining revenue.“ Sebastian Rohr, Managing Director, umbrella.associates GmbH
CIAM in Detail: What Decision-Makers Say
Customer access management and the management of digital customer identities are still often treated as secondary priorities. As a result, avoidable security gaps emerge, and the customer experience itself suffers.
As part of a recent survey, more than four hundred CIAM decision-makers were asked about the state of security surrounding customer identities.
The results show that:
- 9 out of 10 CIAM leaders still rely on passwords, even though they negatively affect the customer experience.
- Balancing security and customer experience is perceived as the biggest challenge.
- Security and customer experience teams often prioritize different objectives.
- Artificial intelligence is adding further complexity (for example through AI agents).
- In more than 50 percent of organizations, developers without CIAM experience are responsible for authentication processes.
These trends, challenges, and innovations highlighted in the study provide valuable insights for improving Customer Identity and Access Management within organizations.
The goal: to manage authentication and customer experience securely and effectively in a rapidly evolving digital landscape.
Take the Next Step
Have you been exploring modern CIAM for some time and are now looking for concrete solutions for your organization? Then let’s schedule a short, no-obligation conversation. CIAM is one of our core areas of expertise.
