Gartner Research

Design a Better CRM Experience Using Customer Identity and Access Management

Published: 21 August 2019

ID: G00428657

Analyst(s): Mary Ruddy


Optimizing the customer experience is an imperative. The growing complexity of CRM systems makes delivering a consistent customer experience a challenge. This document explores how application technical professionals responsible for architecting CRM systems can orchestrate CRM and CIAM systems.

Table Of Contents


  • CRM Challenges
  • Market Validation of the Importance of CRM-CIAM Interoperability
  • How CIAM Is Different From CRM
  • How CIAM Can Help
  • CRM Data Consolidation Projects Don’t Replace the Need for CIAM
  • Examples of CRM-CIAM Integration


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