Customer Engagement Starts with Single Sign-On (But It Doesn’T End There) Answering High Expectations with 03 Customer Sso
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E-BOOK CUSTOMER ENGAGEMENT STARTS WITH SINGLE SIGN-ON (BUT IT DOESN’T END THERE) ANSWERING HIGH EXPECTATIONS WITH 03 CUSTOMER SSO 05 EXCEED EXPECTATIONS WITH CUSTOMER SSO SSO IS WINNING THE CUSTOMER 07 EXPERIENCE BATTLE TABLE OF 10 TODAY’S STANDARDS & WHY THEY MATTER CONTENTS 12 SSO AND YOUR MOBILE CUSTOMERS 15 STEP-UP AUTHENTICATION 17 CIAM SOLUTIONS GO BEYOND SSO ANSWERING HIGH EXPECTATIONS WITH CUSTOMER SSO ANSWERING HIGH EXPECTATIONS WITH CUSTOMER SSO CUSTOMER EXPECTATIONS ARE HIGHER THAN THEY’VE EVER BEEN. This is true not only as it relates to the quality and relevance of products and services, but also for the quality and relevance of your customers’ experience with your brand. They expect secure, seamless and consistent interactions, regardless of the channel or application they’re using. Authentication is an easy place to fall short, since your customers have to sign on and authenticate every time they interact with your digital properties. If a customer has to create and remember multiple login credentials to access the various channels, applications or services you offer, they’ll quickly get frustrated. Many companies begin their customer identity and access management (customer IAM or CIAM) journey by providing single-sign on (SSO). Single sign-on is a great first step and critical to making your customers’ authentication experience as convenient as possible. But SSO is just one small piece of the puzzle. Your enterprise will likely outgrow the need to only provide SSO to in-house applications. As you integrate with more and more internal and third-party apps, you’ll quickly find that managing access on your own is no longer realistic and hinders your speed to market. Implementing a federated SSO solution allows you to accelerate new offerings, while also delivering consistent and secure experiences to your customers. The Ping Identity Platform does this and more with its standards-based, customer IAM platform. E-BOOK CUSTOMER ENGAGEMENT STARTS WITH SINGLE SIGN-ON 4 EXCEED EXPECTATIONS WITH CUSTOMER SSO EXCEED EXPECTATIONS WITH CUSTOMER SSO SSO DRIVES CUSTOMER EXPERIENCE & REVENUE FASTER TIME TO MARKET FOLLOWING M&A Eliminating the need for repeated user sign-ons is one of the top reasons to implement ACTIVITY a customer IAM platform. SSO increases user satisfaction and enhances security Many Ping Identity customers mention the ability to more quickly deploy revenue- by eliminating password sprawl. It can also have a direct impact on improving the generating applications following mergers and acquisitions. One customer says: customer experience and driving revenue, according to Ping Identity Platform users. “If we have an application serviced by an external INCREMENTAL REVENUE FROM IMPROVED third party, we can integrate the application using CUSTOMER ENROLLMENT RATES Ping, so the customer never knows that there’s a third The Ping Identity Platform offers federated SSO, as well as many other customer- party involved, and the interface has the look and feel specific identity management capabilities. Leading enterprises praise its ability consistent with the rest of our website. This would be to enable more seamless enrollment into customer-facing applications. One Ping extremely challenging to do in-house on our own.” customer explains: Several customers called out the ability to quickly integrate and then white- “We’re a diversified company and have certain applications label applications with revenue impact as a notable benefit of the Ping Identity for which it would be unacceptable for the customer to fill out Platform. For example, an enterprise can align with a business partner to offer their information every time they wanted to initiate access to services under a revenue-sharing arrangement, while maintaining its branding a specific product or service. We couldn’t make our customers on the product. re-enter that information every time. With Ping, we’ve been able to quickly integrate applications.” Other customers noted that integrating customer enrollment applications enabled them to decrease their sales cycle. E-BOOK CUSTOMER ENGAGEMENT STARTS WITH SINGLE SIGN-ON 6 SSO IS WINNING THE CUSTOMER EXPERIENCE BATTLE SSO IS WINNING THE CUSTOMER EXPERIENCE BATTLE In this age when customer experience is king, customer IAM is critical. If your customers can’t easily register, sign on for services or conduct transactions, then it really doesn’t matter how your website, mobile app, services or support channels are built. And if your customers aren’t satisfied with their interactions with your brand across channels, they can and will move on to your competition. If there’s one thing customers hate it’s managing passwords. The fatigue of trying to remember dozens of login credentials can lead customers to write passwords down, reuse passwords across multiple sites and take part in other insecure practices. Aside from this all-too-common reality, relying on passwords alone can also increase your abandonment rates, leading to lost revenue. There’s a real possibility your customers may not complete transactions if they can’t remember their login password. Or they may not register at all if they don’t want to create yet another password they’ll have to remember. This is where federated SSO really shines. It plays a critical role in delivering a seamless authentication experience across all of your digital properties. It can even include features like social login that allow your customers to leverage their credentials from sites like Facebook and Google. Providing these capabilities for your customers speaks volumes. It says you want to make things simple, convenient and secure. That makes for happy customers. On the other hand, not investing in customer IAM and federated SSO can jeopardize your relationship with your customers. Their tolerance for clunky, disjointed experiences is dwindling as more and more companies—including your competitors—are providing the seamless experiences customers expect. By not providing federated SSO, you may be sending the unintended message that the customer experience isn’t important to you and unwittingly aiding those same competitors. E-BOOK CUSTOMER ENGAGEMENT STARTS WITH SINGLE SIGN-ON 8 SSO IS WINNING THE CUSTOMER EXPERIENCE BATTLE BASIC SSO FEDERATED SSO Commonly known as password replay, basic SSO is based on two concepts. The first is Federation is the ability for a user to authenticate (or prove they are who they say they are) just password vaulting. This is the storage of the user’s password in a directory or password once, and then use that authenticated session to access all of the applications they’re authorized to vault, that’s usually cloud-based. It’s risky, because if that vault is ever compromised, all use. For federation to work, a trust relationship between an organization and an external third party, of the passwords become vulnerable, even if they’re encrypted. such as an application vendor or partner, must be established through standard protocols. The second concept is password replay, where passwords are retrieved from the vault This method has one critical advantage over password replay. Rather than storing and forwarding and replayed to the web application. While convenient, this approach isn’t as secure as many usernames and passwords, federated SSO replaces passwords with signed assertions or federated SSO. Keeping the passwords synchronized across all of the applications can tokens. Using identity standards, like Security Assertion Markup Language (SAML), OAuth, OpenID be problematic and expensive, particularly when manual password resets are involved. Connect and SCIM, federation allows for the secure transmission of user access and provisioning Plus, the practice of password reuse is still possible, presenting additional security risk. information. This safeguards web and mobile applications, as well as the APIs that support them. E-BOOK CUSTOMER ENGAGEMENT STARTS WITH SINGLE SIGN-ON 9 TODAY’S STANDARDS AND WHY THEY MATTER TODAY’S STANDARDS & WHY THEY MATTER Identity federation standards are an essential part of implementing scalable and secure SAML federated identity across an organization. Not only do they reduce the integration efforts SAML is an open XML standard for exchanging authentication and authorization of between multiple organizations when sharing applications and data, but they also bring data between an identity provider and a service provider. It enables federation so that security to any device, browser or client that’s accessing information from applications. For organizations can safely share identity information across domains. this reason, embracing standards is also key to reducing time-to-market for new applications. OAUTH 2.0 Each standard uses a different approach to sharing and managing customer identity data, OAuth 2.0 is the industry-leading standard for enabling access to APIs. Simply put, it’s a scopes, credentials and more. So your CIAM solution should provide support for multiple standard framework that allows an application to securely access resources on behalf of the standards, including: user without requiring their password. This open authorization also lets the user understand what kinds of access and information the application is requesting, and then provide consent. SCIM The System for Cross-domain Identity Management was developed in 2011, using OPENID CONNECT modern protocols like REST and JSON in order to reduce complexity and provide a more OpenID Connect adds an identity layer to OAuth 2.0 and simplifies existing federation straightforward approach to user management. The adoption of SCIM allows easier, more specifications. It enables identity federation, as well as delegated authorization, and it powerful and standardized communication between identity data stores. includes other features and mechanisms that enhance dynamic interoperability. E-BOOK CUSTOMER ENGAGEMENT STARTS WITH SINGLE SIGN-ON 11 SSO AND YOUR MOBILE CUSTOMERS SSO AND YOUR MOBILE CUSTOMERS When addressing customer experience, you must consider the WORLDWIDE MOBILE APP REVENUES IN 2015, 2016 AND 2020 mobile experience, too. Customers expect to do more and more (IN BILLION U.S.