8.2 Customer Success Considerations

Users can struggle with choosing between multiple IdPs, especially if there is a large volume of them. While there is not a single means for presenting the user with IdP options, RPs that leverage multiple IdPs are encouraged to perform user testing with their presentation design to understand user reactions and evaluate the best means for conveying options. Additionally, by providing information about the practices and capabilities of IdPs, the RP can better support users as they select an IdP that is most likely to meet their means and capabilities.

Another challenge for users is remembering the IdP with which they established a subscriber account. This is particularly true when interactions between the RP and its IdPs are infrequent. In order to support effective and successful ongoing interactions with their users, RPs are encouraged to develop mechanisms for directing users to a previously used IdP. This could take the form of a look-up mechanisms by a subscriber’s input (such as their email address) or remembering which IdP was used in a previous session. Implementing this can address various issues, such as:

RPs and IdPs need to clearly communicate how and where to acquire technical assistance. For example, provide users with a link to an online self-service feature, chat sessions, or a phone number for help desk support. Avoid redirecting users back and forth among transacting parties (e.g., RPs, IdPs, proxies) to receive technical assistance.

Further, coordination between participating entities is critical for successful customer experiences. The IdP and RP support teams need to know how to appropriately redirect users to address their concerns in the event they are sent to the incorrect party. For example, if a user were to call an IdP help desk trying to understand why an RP website function is failing, the IdP support staff needs to be able to direct the user to information or an RP-side support capability to help resolve their concerns. This distributed responsibility in a federated model creates interaction points for users that are highly likely to result in frustration and confusion if not addressed in design, usability, operational, and continuous improvement plans.

This guideline establishes normative requirements for IdPs and RPs to mitigate commonly experienced customer friction. However, normative requirements are unlikely to anticipate all potential customer experience problems, which will vary for different applications. Accordingly, IdPs and RPs need to provide mechanisms for subscribers to report issues or challenges and to advise them on potential alternative authentication and access strategies.