Have you ever visited a website where you were asked to log in through your Facebook account? This means you have used Single Sign-On (SSO). This is an amazing tool that a business can add to its website because it allows them to resolve a variety of issues and offer a seamless user experience. Those who are not familiar with the concept will think it is a bunch of complicated and techy jargon, but the name explains it all; SSO is basically a single login for multiple websites. The user is only required to log in once and this access can be applied through various websites and applications.
The primary benefit of single sign-on is that people don’t have to remember thousands of passwords. When we began to use the internet, the only password we needed to remember was that of our email, but these days, you need passwords for accessing multiple accounts and for online banking and other services. Now, if you have to make a list of websites that require you to log in with a username and password, it would take you days to compile it and you would probably miss out a lot. This doesn’t seem efficient and it is better to use single sign-on. Some of the benefits of SSO for businesses are:
1. Provide a better customer experience
Unless it is an email account, users are often left wondering why they should create new accounts everywhere. Half the time, you don’t want to spend your time in creating a profile and entering your details when you know you are only going to use your account once. Customers become irritated with the lengthy process and about 73% of them prefer to sign in with Facebook or other options. If you don’t offer SSO, it is possible that customers may go elsewhere. Therefore, if you wish to offer a better customer experience to your customers, you need to offer single sign-on.
2. It can increase security
This sounds strange; how can keeping one login and password for multiple applications and purposes be secure? In fact, it is not secure at all because if a person finds out your login details, they can access everything. So, how is it secure? Well, single sign-on can be secure because you can opt for a super secure password. This means that extra layers of security can be added to the password. There are code generator apps that require you to enter a code that can only be sent to your registered mobile. Thus, there is not much chance of someone cracking your passwords and also getting access to your phone at the same time.
3. System offers accurate user insights
Most of the times, people deliberately and knowingly enter incorrect data in forms. You don’t have any hope to ensure that the customer database you have managed to cultivate is accurate. However, SSO gives you the opportunity to ensure that all information you collect is authentic. Furthermore, it also allows you to gain user insights i.e. find the favorite movies, interests and music tastes of customers. This helps you in tailoring the website information separately for every customer and you are able to offer a more personalized experience. This can be appealing to your clients as they don’t have to make a lot of effort to find what they are looking for.
4. Save money on helpdesk expenses
Half of the enquiries made to helpdesk deal with password resets. Can you think of the time, frustration and money you will save if you are able to reduce even half of these customer inquiries? What is the primary reason behind these resets? It is mostly because people have forgotten their passwords. When they reset passwords, they have to make it even more complicated and forget them once again.
This cycle continues and helpdesk expenses continue climbing up. With single sign-on, you are able to cut down the support costs and save a huge amount of income that’s lost. Also, customer churning can also be reduced because in 90% of the cases, customers don’t opt for password recovery if they don’t remember passwords. Hence, you will not lose customers if you offer single sign-on and save money as well.