Putting your customer first and applying empathy to customer identity and access management (CIAM) design creates advantage and builds resiliency during times of change or difficulty. The customer security experience helps pave the way for secure customer acquisition and retention processes with an appropriate level of friction. 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.