Putting your customer first and applying empathy in identity and access management (IAM) design creates advantage and resiliency in times of change or difficulty. This is especially true for customer IAM (CIAM). The customer security experience helps pave the way for secure, low-friction customer acquisition and retention. This report helps security and risk (S&R) professionals implement Forrester’s customer-focused principles and operating levers to ensure confidentiality, integrity, and empathy in CIAM.