Although Single Sign-On (SSO) is not a new concept, it has become trendy in recent years and has been implemented by a growing number of organizations.
So, what is Single Sign-On?
A Single Sign-On solution allows users to log into multiple different applications using the same username and password. This could be a “social login,” such as “Log in with Facebook” or “Log in with Google,” options you’ve no doubt seen on the web before---or a login that is unique to the applications in your organization. Rather than the traditional model in which each application requires its own login, Single Sign-On manages the authentication across several applications:
Let’s take a look at an example. As a publisher, you sell subscriptions and other digital content on your eCommerce website. When customers want to access what they’ve purchased, you may direct them to a content hosting site. With Single Sign-On in place, these customers can access their digital subscriptions seamlessly---there’s no need for them to remember a different password for the content site, as users are automatically logged in via the Single Sign-On solution. Clearly, this is a user-friendly flow since it eliminates the need to create, remember and manage multiple logins.
Single Sign-On Saves Time and Customers
Beyond improved usability, Single Sign-On can yield measurable benefits. Forrester Research found in a survey that up to 40% of Contact Center calls are related to resolving login issues. Given that the cost per call is as high as $70, reducing the number of login-related customer service calls is obviously a priority. A factor in addressing this issue is to reduce the number of logins and passwords a customer has to remember.
And how much business is lost from frustrated customers who just give up when they encounter login problems? Single Sign-On eliminates that problem, too.
What about Security?
From a technical perspective, best practices such as encryption, password hashing, and setting up a secure infrastructure can help mitigate security risks. A second aspect pertains to user behavior: fewer passwords mean less “password fatigue”---a term that describes using weak passwords, storing them insecurely or seldom changing them because users are overwhelmed by the number of passwords to remember. Security is improved when users are prompted to create just one, strong password that can be used across multiple applications.
Single Sign-On in Advantage
At AdvantageCS, we recognize these benefits of SSO and have developed a cloud-based solution that gives your customers seamless access across your web applications. In addition, Customer Service personnel can manage customer logins from within Advantage so training time for Advantage users is minimal.