Consumer Identity and Access Management (CIAM): Reducing Friction Without Reducing Security

If you introduced yourself at a dinner party and a short time later the host forgot your name, maybe you'd be confused and a little frustrated. The same goes for consumers when interacting with a brand, signing up or verifying their identity. "That kind of experience is something we see on a regular basis in many consumer applications where you're asking for information that isn't necessary or maybe you already have and should not be asking again," says Sean Brown, Program Director for IBM's identity and access management team. "And with that friction, consumers lose confidence." 
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Brown and Martijn Loderus, Global CIAM Lead for IBM, join the podcast for a discussion of consumer identity and access management, or CIAM. The conversation covers the distinction between CIAM and traditional identity and access management; what happens when there's friction in the consumer authentication process; and how to create friction-less CIAM experiences for consumers without reducing any levels of security.