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05 June 2019

How to reduce membership friction and stay secure with Azure AD B2C

Profile photo for Marcus Idle - Head of CIAM.
Written by Marcus Idle

Use Azure AD B2C to keep new and existing members happy with frictionless sign in and security experiences.

Susan has been working all day, travelling to customer sites to fix problems with industrial equipment.

On her return home, she has to update her profile on the website for the professional body and trade association of which she’s a member.

But she can’t remember her password.

Furthermore, when she attempts to follow the instructions for a password reset, technical issues prevent her from completing the process, and she’s told that she needs to ring up. But it’s ‘out of hours’ and the office is closed.

Mark is having similar problems trying to apply for membership.

Meanwhile, Joan is frustrated that the member forum requires a different password than the member shop.

Sound familiar? These are just a few typical challenges your users encounter if they belong to or work for a membership organisation.

Key benefits of Azure B2C for membership organisations

As a membership organisation, you know that much of your time and energy goes into helping your members achieve tasks on your website – whether it’s updating their profile, contacting other organisations, buying products, carrying out research, managing their professional development, or any of a large number of other tasks.

Anything you can do to reduce the friction in these processes will therefore come in handy, not just for making the member and applicant experience easier, but to drive new and renewed membership, as well as boost trade or other activity between members.

Microsoft Azure Active Directory B2C (Business to Consumer) is a comprehensive authentication platform which can help reduce the effort required and improve the user experience in 3 key areas:

  • Single sign-on
  • Social login
  • Account activation

Single sign-on

In the scenarios mentioned at the start, one key issue was having to sign in to different web applications using different sets of credentials. On an individual basis, it’s a trivial problem, but multiplied by the size of your membership, it can be the source of many hours of confusion. It causes wasted time and effort for your service desk, and frequently causes user dissatisfaction and lack of engagement.

Microsoft B2C helps by providing a secure environment where the user can enjoy frictionless authentication journeys.

Securing your web application

Coding your own authentication processes can lead to the exploitation of vulnerabilities. B2C uses modern authentication standards like OpenID Connect, and the B2C infrastructure uses machine learning to detect and mitigate against new threats.

Use of modern protocols helps prevent attacks like SQL injection, cross-site scripting, request forgery, and elevation of privilege. B2C also handles bot detection, denial of service attacks and other threats outside the remit of the protocol.

Frictionless journeys

Login and registration journeys should tax the user as little as possible. Not only does B2C allow you to easily integrate social identity providers (IdPs), it also gives you the flexibility to modify the user journey to suit the needs of your users – for example, collecting the minimum information from new users. On the other hand, it ensures members known to the organisation have the opportunity to automatically verify their identities and to start being productive in the same browser session.

Watch now – The magic behind external identity management

Watch now – The magic behind external identity management

Transform the way you provide access to your customers, partners and suppliers. Watch on-demand and learn:

  • The key differences between Azure AD B2B and B2C
  • How to sign in any user from your identity provider of choice
  • Which works best for you – B2B, B2C or a hybrid approach
Watch now

Modern B2C authentication

Using modern authentication protocols, B2C integrates with your in-house and third-party web applications alike, including CRM front-end applications such as Microsoft Dynamics 365 web portals.

The B2C service is supplied on tap, rather than confined to a specific version, which means that you don’t need to do anything to get the most secure, reliable, and feature-rich deployment.

What it means for members

Using B2C you can offer your members and other website users the following as part of their authentication experience:

  • No need for new credentials: sign up and sign in with social identity providers such as Facebook and Google.
  • Smooth onboarding processes: verify your membership details at the point of sign up.
  • Protection for your identity and your content, particularly with sensitive interactions and transactions – with built-in multi-factor authentication (MFA) using phone or text, with other types of MFA configurable.
  • Single sign-on: engage with all membership organisation websites with one identity.

With the flexibility offered by Azure AD B2C, you’ll be able to provide your members with a seamless and secure experience that can adapt to your requirements as and when you need it.

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Profile photo for Marcus Idle - Head of CIAM.

About Marcus Idle

Head of CIAM and IP Development

Marcus Idle is our Head of Customer Identity and Access Management and IP Development at ThirdSpace. He is responsible for projects involving external identities. Expert in Microsoft’s Azure AD B2B...


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The magic behind external identity management

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