Single sign-on authentication, or SSO, is becoming more commonplace as the digital revolution continues to evolve. With numerous benefits for customers and companies alike, SSO helps streamline user experience, aid movement between applications and services, and secure the transfer of pertinent information about customers between organizations.
The question “what is single sign-on?” is one we get asked a lot. To understand this solution, consider an analogy: “Imagine going to the mall, and at each store you must register with the store for your first purchase. Then, every time after that, you have to prove who you are to buy something.”
In the past few years, customer identity and access management (CIAM) has been recognized as an independent solution, particularly compared to enterprise IAM. This recognition comes from both analyst firms and from some major acquisitions happening in the space.
The customer identity space is in a dynamic phase, with lots of activity around mergers and acquisitions (M&A) and investment. One notable event was the SAP acquisition of Gigya in late 2017. Now that a year has gone by, existing Gigya contracts are ending. Engineers are probably thinking that everything’s fine and that not much has changed with their customer identity solution. But as a leader, you should be worried. The Gigya technology may not have changed (yet) but the company that delivers it has changed significantly.
Have you ever had a website ask for personal information that made you say, “Why do you need to know that?” Customers may not always understand why certain information is necessary, which can cause a lack of trust between them and the company. Progressive profiling is a new feature of the LoginRadius Identity Platform that gradually gathers data from customers in an automated way.
Security questions can add an extra layer of certainty to your authentication process. Security questions are an alternative way of identifying your customers when they have forgotten their password, entered the wrong credentials too many times, or tried to log in from an unfamiliar device or location.