I am wondering if any of you have had success with using Salesforce as an end-to-end CIAM solution for your software application, in addition to using it as your CRM.

Some background:

The thought is that we will use Salesforce External Identities for all customers & partners to enable CIAM and access to our SaaS application (let's call it "Alpha"). Meaning, all prospect/customer/partner marketing data, sales data will be present in Salesforce, along with application specific data ("Alpha" specific data).

For example, let’s say Acme Corp is a current customer of ours. We would have them as an account in Salesforce, along with all of the information of where they are in our ecosystem. This would include all of the typical marketing/sales data you would expect to see for an account. Since Acme Corp is a current customer, it would also include their license data (e.g. licensed for access to "Alpha" for 3 users).

Within the Acme Corp account, we would also have specific Users as a sub-set of that account. Acme Corp might have three specific user accounts who access our application "Alpha"; Jane, John, and a third for API connections. Within their identities in Salesforce each of these users would have all of their application specific permissions detailed out. Jane might be a manager, and should have access to everything that John or the API users do in "Alpha". John might be a lower level employee with limited permissions. The API user might have read/write access only to our API. We would hand these identities and their roles over to our application "Alpha", which would present the user with an experience specific to them.

On the flip side, since our application will understand and track the identities of specific users, we will be able to efficiently track their usage and everything that they do in order to inform our customer engagement metrics and create the best possible customer experience. Let’s say we see that Jane has only logged in a handful of times to the application, this could trigger a proactive reach out to her from customer success to understand why she may not be getting as much value out of the product as anticipated. Let’s say John is logging into the product a lot, but is not using some specific functionality or is running into a roadblock, this too would be an opportunity for a proactive customer success reach-out. All of this user information would be tracked in their Salesforce identities to create a complete picture of the customer, to inform how we best interact with them.

Any success stories, gotcha's, or experiences around similar use-cases would be beneficial. Or if I'm completely off-target, and something else would be better, please let me know.

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