Customers’ standards are getting higher. Accustomed to smooth Amazon-style web experiences, we now expect the same seamlessness from every organisation we interact with online. Clunky digital experiences with complicated logins and endless data requests are an inconvenience we don’t need – and can easily prompt us to abandon our baskets entirely. But while we want frictionless experiences, this must not come at the expense of security. We’ve seen the headlines about data breaches, and we don’t want our personal information to be involved in the next one. Balancing usability with security is a delicate balancing act for IT leaders. On top of this is the ever-present urgency to keep up with the competition and provide sophisticated, feature-rich applications that work seamlessly across every digital platform - creating a further headache for developers. To meet these rising expectations, organisations are turning to Customer Identity & Access Management (CIAM) solutions to deliver.