How Freedonia Group grew user numbers after implementing SSO for enterprise customers

Password prompts prevent easy access to content

Username and password prompts interrupt the user journey and present a potential barrier to accessing services. While modern browsers help the user by saving log-in credentials, passwords are inevitably forgotten or expire.

If subscribers successfully enter their password the first time, they will complete their task unimpeded. However, if they forget their password, it may take several attempts, and even a password reset to access an application.

“Any time there is a barrier to accessing something, it reduces the likelihood that we use it,” says Ned Zimmerman, Director of Technology at The Freedonia Group. “Most of our clients’ users are not in our platform on a daily basis, so remembering their username/password becomes more of an issue.”

SSO reduces the likelihood of a user forgetting their log-in credentials and abandoning their task. For publishers like Freedonia, SSO diminishes the barriers users face when researching and collating information, resulting in their content becoming increasingly embedded in end-user workflows and integral to the completion of business-critical tasks. “Anything that gets our clients to the data faster is a win,” said Rob Granader, CEO of the Freedonia Group. “Friction is our enemy.”

Simplified password management with SSO

With SSO enabled, employees of an organisation need just one username and password to access all applications for which they have permission.

For example, an employee who needs access to four applications during their working day must go through four separate log-in sequences. With SSO, they need just one set of log-in credentials to access all four services.

Freedonia implemented SSO for a corporate client to simplify password administration and improve security while making it easier for subscribers to access research products. In the first months after activation, active user figures doubled. They also significantly boosted the client’s engagement with the platform and increased the value the client receives.

“Not only did we make it easier for new users to gain access to the service, but we also made it easier for existing users to reach the content as well,” reveals Ned. “For us, we have an additional value proposition we can offer our clients when they consider our services, and we have more client engagement, which then smooths the renewal process.”

SSO Integration

To integrate SSO with Content Catalyst technology, the client must already use this service within their organisation. We support OAuth SSO via Okta and Azure Active Directory. Ned concludes: “We have other services where we have also implemented SSO and working with the Content Catalyst team we were able to add this without too much difficulty.”