Role of Single SignOn for Unified Customer Experience: Today the relationship between the customers and business is not limited to simple buy and sell transactions. It has moved to a new level where it is compulsory for a business to understand the needs and demands of its each customer. In such a scenario the experience that customers are getting online either make or break the business. Customers are accessing business websites using different devices and ID credentials. Thus, it is very hard for a business to keep and maintain the record of their customers. It is very complicated for businesses to understand the real identities of their customers. But today, the first and the foremost mantra to get success in business is having great customer insights by knowing their likes, demands, their lifestyle etc. Knowing, what customers are expecting from your business is really an important factor. If you understand customer's need and deliver what customers are expecting then your business in on the right track.
But the question is, How businesses can know more about their customers? What is the way that helps them to reveal the real face of their customers? How they unify all the data that they get from different sources to make more customer oriented strategies?
One of the answers to the questions mentioned above is Single SignOn(SSO) tool. The solution simply allows your users to enter their credential to access multiple websites of your business. The power of SSO solution extends much beyond this. It is the only method that links all of your business websites and also acts as a permeable layer through which all the information and data of customers proceeds.
How single signon helps businesses to get unified customer experience?
Providing a unified view of the customer is like arranging the jigsaw puzzles to make the picture clear. Single view of the customer is the most important factor that helps businesses to provide
unified customer experience. Generally, the data that businesses have about their customers is in the fragmented form that is collected from different sources and from different locations.
SSO solution intercepts a customer request of login and then checks whether there is an active session on related websites or not. The solution tells you what your customer did on website A simultaneously what he did on the website B in real time. Thus, single signon creates a centralized customer view of a particular customer. All the activities of your customer on your different websites and applications are updated to the central profile. This help businesses to understand the behaviour of their customers and provide them a great customer insights.
Most of the people or business people think that single signon solution is only used to removes the barrier of user registration or web authentication but the reality is it can do much more, by unifying the customer data it provides a single customer view that helps business to improve customer experience by providing a unified customer experience.
Source:https://storify.com/lennonjohn000/roleofsinglesignonforunifiedcustomerexperi