They say if you want something done, you have to do it yourself. But that doesn’t apply to customer identity and access management (CIAM). In fact, falling for the trap of thinking that it’s easy to embed a strong identity layer into user experiences can be a costly mistake. Digital products and services are key business drivers, and their importance and impact has only increased in the wake of the COVID-19 pandemic, with organizations worldwide shifting their offerings and operations online. Today, leading companies are differentiated by the quality of the applications they develop and launch, and their ability to attract and hold onto thousands—or millions—of loyal customers. The demands on developers are high, to say the least. Defining CIAM But what do we mean when we say CIAM? Customer identity includes all the fundamental features of the authentication, authorization, and user management workflows in customer-facing.