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Key CIAM uses cases by industry


Nabeel Nizar | June 16, 2023  I  5 min read

Customer Identity and Access Management (CIAM) Use Cases:  An In-Depth Overview

Top Business Use Cases Across Key Industries

More than just a security tool, CIAM can transform a business through increased revenue and enhanced customer experiences. We put together this article to cover the top business uses cases for CIAM across key industries. From healthcare to e-commerce to hospitality, the benefits of a robust CIAM program are numerous.
Please note that the specific use cases and features of CIAM tools may vary depending on the implementation and requirements of each organization within these industries.

Retail and E-Commerce

  • Streamlined registration and login processes for customers: CIAM tools simplify the registration process, enabling customers to create accounts quickly and easily. They also provide convenient login options such as social media and email-based logins.
  • Single sign-on (SSO) across multiple online stores and platforms: CIAM allows customers to use a single set of credentials to access multiple e-commerce platforms, improving convenience and reducing friction.
  • Personalized product recommendations based on customer profiles: CIAM solutions collect and analyze customer data to offer personalized product recommendations, enhancing the shopping experience and increasing conversion rates.
  • Secure payment and transaction processes: CIAM tools integrate secure payment gateways, ensuring safe transactions and protecting customer payment information.
  • Loyalty program management: CIAM enables the management of customer loyalty programs, including reward points, personalized offers, and targeted promotions.

Financial Services:

  • Strong authentication methods for secure login, such as multi-factor authentication (MFA): CIAM tools provide robust authentication mechanisms to protect sensitive financial data, including MFA, biometric authentication, and adaptive authentication.
  • Identity verification and KYC compliance: CIAM solutions help with identity verification by validating customer information against authoritative data sources, ensuring compliance with regulations like KYC.
  • Fraud detection and prevention: CIAM tools incorporate fraud detection algorithms and risk-based authentication to identify and prevent fraudulent activities.
  • Consent management for data sharing and usage: CIAM allows customers to control how their personal data is shared and used, ensuring transparency and compliance with data privacy regulations.
  • Secure access to financial applications and services: CIAM tools protect access to banking applications, investment platforms, and other financial services, safeguarding customer accounts and transactions.


  • Secure patient authentication and access to electronic health records (EHRs): CIAM solutions ensure only authorized individuals can access patient records, providing secure authentication methods and access controls.
  • Consent management for patient data sharing: CIAM tools allow patients to manage their consent preferences for data sharing between healthcare providers, ensuring compliance with privacy regulations and patient preferences.
  • User provisioning and deprovisioning for healthcare providers, students, and visiting physicians: CIAM simplifies the onboarding and offboarding processes for healthcare providers, granting and revoking access to systems and applications based on their roles.
  • Compliance with HIPAA regulations: CIAM solutions assist healthcare organizations in meeting HIPAA requirements by implementing strong security measures, ensuring data integrity, and providing audit trails.
  • Patient engagement and personalized healthcare experiences: CIAM tools enable personalized experiences, such as appointment scheduling, secure messaging with healthcare professionals, and access to tailored health resources.

Travel and Hospitality:

  • Streamlined booking and reservation processes: CIAM tools simplify the booking and reservation processes by storing customer preferences, securely managing payment details, and offering personalized recommendations.
  • Personalized offers and recommendations for travelers: CIAM solutions leverage customer data to provide personalized offers, promotions, and recommendations based on travel history, preferences, and loyalty program status.
  • Loyalty program management: CIAM enables the management of loyalty programs, tracking rewards, facilitating member enrollment, and offering personalized benefits to enhance customer loyalty and satisfaction.
  • Secure payment options and fraud prevention: CIAM tools integrate with secure payment gateways, implementing fraud detection measures to protect customer payment information and prevent fraudulent activities.
  • Seamless access to travel-related services across different platforms: CIAM provides a unified and consistent user experience across various platforms, allowing customers to access travel services seamlessly.
  • User & Access Management service extended to Franchise owners, Contractors and Vendors:  CIAM provides delegation and ownership administration across mulitple business relationships.

Media and Entertainment:

  • Social login integration for easy access to digital media platforms: CIAM tools allow users to log in using their social media accounts, reducing friction and enabling quick access to media platforms.
  • Personalized content recommendations based on user preferences: CIAM solutions analyze user preferences and behavior to deliver personalized content recommendations, increasing user engagement and satisfaction.
  • Consent management for data usage and targeted advertising: CIAM tools enable users to manage their consent preferences for data usage and targeted advertising, enhancing transparency and privacy control.
  • Enhanced user engagement through user profiles and preferences: CIAM solutions enable users to create profiles, customize preferences, and participate in interactive experiences, fostering deeper engagement with media and entertainment platforms.
  • Secure payment options for subscriptions and purchases: CIAM tools provide secure payment methods for subscriptions, rentals, and purchases within media and entertainment platforms, ensuring the protection of user payment information.


  • Secure user registration and login for gaming platforms: CIAM tools offer secure registration and login processes for gamers, protecting their gaming accounts and personal information.
  • Single sign-on across multiple gaming platforms: CIAM allows gamers to use a single set of credentials to access multiple gaming platforms, providing convenience and seamless gaming experiences.
  • In-game purchases and secure payment options: CIAM solutions facilitate secure in-game purchases and offer various payment options, ensuring the protection of user payment information.
  • Personalized gaming experiences based on user profiles: CIAM tools capture and analyze user preferences and behaviors to provide personalized gaming experiences, including customized game content, recommendations, and social interactions.
  • Multi-device synchronization and gameplay continuity: CIAM enables users to synchronize their game progress, achievements, and preferences across multiple devices, ensuring a consistent gaming experience.


  • User authentication and secure access to telecom services: CIAM tools provide secure authentication mechanisms to grant authorized access to telecom services, protecting user accounts and personal information.
  • Seamless provisioning and activation of services: CIAM solutions streamline the provisioning and activation processes for telecom services, reducing customer friction and improving service delivery.
  • Consent management for data sharing and targeted marketing: CIAM tools allow users to manage their consent preferences for data sharing and targeted marketing, providing transparency and control over their personal information.
  • Secure billing and payment processes: CIAM solutions integrate secure payment gateways and billing systems, ensuring the protection of user payment information and enabling smooth billing processes.
  • Self-service portals for managing user accounts: CIAM tools provide self-service portals where users can manage their telecom accounts, update preferences, and access support, enhancing customer convenience and reducing support costs.

Government and Public Sector:

  • Secure citizen authentication for government services: CIAM tools provide robust authentication methods to ensure secure access to government services, protecting citizen data and preventing unauthorized access.
  • Single sign-on for accessing multiple government portals: CIAM enables citizens to use a single set of credentials to access various government portals and services, simplifying the user experience and reducing the need for multiple logins.
  • Consent management for data sharing and privacy: CIAM solutions allow citizens to manage their consent preferences for data sharing and privacy, empowering them to control how their personal information is used by government agencies.
  • Compliance with data protection regulations: CIAM tools help government organizations comply with data protection regulations and standards by implementing appropriate security measures, data governance, and audit trails.
  • Secure access to public sector applications and resources: CIAM ensures secure access to public sector applications and resources, controlling user permissions and protecting sensitive government data.


  • Secure access to online learning platforms and resources: CIAM tools provide secure authentication and access control mechanisms for online learning platforms, ensuring that only authorized users can access educational resources.
  • Student and teacher authentication for personalized experiences: CIAM solutions enable secure authentication for students and teachers, allowing for personalized learning experiences, customized content, and collaboration tools.
  • User provisioning and management for educational institutions: CIAM facilitates the management of user accounts and access permissions within educational institutions, streamlining user provisioning, and deprovisioning processes.
  • Consent management for data privacy: CIAM tools empower students and their parents/guardians to manage consent preferences regarding data privacy, controlling how their personal information is used by educational institutions.
  • Collaboration tools and communication features for students and teachers: CIAM solutions integrate collaboration tools, messaging platforms, and communication features, fostering interaction and engagement between students and teachers within the learning environment.

In conclusion

CIAM provides an array of identity and data security benefits with a focus on customer experience. Whether your “customers” are online buyers, vendors, teachers and students, or citizens, CIAM’s flexibility to solve for  complex business issues while gaining a competitive advantage over competitors makes it essential to many organizations today.


Nabeel Nizar, MajorKey EVP Advisory Consulting & PreSales

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