The role of customer identity and access management (CIAM) in improving a firm’s ability to build a delightful customer journey is increasing; at the same time, CIAM must support ever-tougher customer acquisition and retention business objectives. In this report, we look at the drivers of implementing robust CIAM processes and tooling, examine key CIAM site design principles, walk through major points of the customer journey, and highlight best practices for enrollment, authentication, and self-service.