why business use identity management?
Customer Identity and Access Management (CIAM) is a specialized form of Identity and Access Management that focuses on managing and securing customer identities. It enables businesses to offer their customers a seamless, personalized experience by facilitating user registration, authentication, profile management, and consent handling. For instance, on an e-commerce site, CIAM allows users to sign up, manage their profiles, make secure purchases with multi-factor authentication, and set marketing preferences. This ensures a smooth user experience while maintaining high security and compliance standards.