Bringing Single Sign On to the Media and Entertainment Sector

Imagine yourself checking into a hotel and bombarded with a variety of cards just at the entrance- Cards meant for your luxuries like gyming, clubbing and your dine-in. But why so many cards for all these inside activities? Well, not a good experience! Wouldn’t a single card serving all the purposes be a good idea? Then why are you offering such an experience to your visitors? These unnecessary formalities will add up to an undesirable experience for visitors. This experience might cause frustration among your visitors or they will rethink returning in future.

Same thing goes on the web as well. Consider a brand operates multiple web properties within an ecosystem then asking people to identify themselves at every turn is certainly not a good idea.

From customer experience point of view, we all personally won’t prefer re-entering our usernames and passwords every time when we move from one application to another within the same session or when engaging with the same organizational property. What’s the solution then?

Single Sign On is your Solution Here!

Single Sign On offers a truly frictionless experience to your visitors. It makes it possible for a person to log in once and allow him to navigate to all other web properties within an ecosystem without forcing him to create a separate account or log in again.

There are so many websites launching on the web each week and the dilemma is 86% of people don’t prefer creating new accounts and they do not want to memorize another set of credentials.

  • An average person owns nearly 25 accounts online and 6.5 passwords.
  • 66% of people are tending to use 1-2 passwords across all sites.
  • An average user login 8 times in a day (source).

The problem of forgetting password is the number #1 source of online customer service issues. And customer service as you know accounts for the largest costs in the online business. Well, the number says it all around, 70% of customers said that they had ended a relationship because of poor customer service.

So you can see the need of streamlining a login process is must in a recent web environment. Big companies especially in the media industry today are facing basically two main problems.

  • First is the number of data silos dispersed at distinct individual platforms of a single business unit and they are unable to work together and identify. Because of this a customer who bought a ticket for an event and also a big fan of one of its other brands won’t be able to leverage the benefits other brands are offering as he/she is not identifiable to them.
  • And secondly, the data based on which the organizational decisions were relying on, was not being provided in real time. Hence less opportunity to respond to customers engagement activity.

Single sign on here brought a real-time centralized database of user profiles scattered across all of a company’s web properties.it acts as a single source that identifies individual customer profiles. Additionally, it also offers the capability to identify which brands people are affiliating with explicitly under the context of a single user profile. Some single sign on solutions is exclusively meant for the traditional user accounts of a site while others only work when a user is registered via a social identity. Well, this differentiation shouldn’t be the barrier anymore. Single sign on among your web properties must work no matter how a user is registered to your business.

Single Sign On and the Entertainment Industry!

The huge entertainment sector having around 873.06 million users, is facing a rapid transition to a direct- to- consumer future, making them more focused on fan-centric strategy. Companies under this niche have many elements in place. Along with strong in-house development resources, they also include a third party user generated content(UGC) application for comments, reviews, ratings and other engagement elements. Here an organization demands a flexible and secure system to onboard users and manage their profiles. And for this purpose, they do not want to spend months in developing a custom solution keeping all the core work aside.

Instead, they look for already developed identity management platforms which are best suitable for their needs. Customer identity management when comes with Social Login and Single Sign On solves the challenge of driving user engagement and loyalty across multiple digital properties. It delivers a personalized customer experience and enhances customer login experience.

Single sign on solution for media industry eliminates the need of memorizing multiple logins and passwords. Customer satisfaction is another benefit of a streamlined SSO user interface experience. Single sign on also offers cost-effective benefits. As per the views of Gartner Group, between 20%-50% help desk calls are for resetting passwords. And SSO here helps reduce the time, expense and frustration involved with such requests.

The National Post, a growing publisher of Canada is a great example of leveraging this new technology- SSO making a sign in really quick. It is owned by Postmedia Network and has 14 newspaper publications and over 50 destination websites. They have enabled Single Sign On across all of its websites including VancouverSun.com and Canada.com. This integration has made it really easy for site visitors to navigate across each of their websites while maintaining their account history and subscription preferences.

In a nutshell, Single Sign On is benefiting not only the giant entertainment world but you can find its benefits in almost every niche where the demand for smooth user experience is high.

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Prince Kapoor is Marketing Analyst Lead at LoginRadius, A leading CIAM Provider. While not working, you can find him in gym or giving random health advises to his colleagues which no one agrees on :D. If you too want some of his advises (on health or on marketing), reach him out at Twitter at imprincekapur.

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