As software companies grow, they often diversify their product portfolio in order to create new potential market opportunities. In other words, they either build or acquire new products to provide a suite of solutions to their customers. This tactic can not only grow new markets and potential customers, but it can further mine the existing pool of customers for additional revenue, by providing so much value with each new product that existing customers also want to purchase these solutions. This cross-sell of the company’s products to existing solutions can be measured through a simple KPI of solutions per customer.
Cross sell can be easier said than done if the products in question were not originally designed with this objective in mind. At the end of the day, the problem comes down to customer and user experience. In order for your customers to accept additional solutions from you as a software provider, they will need the experience of purchase, onboarding, and maintenance to feel like a seamless extension of their existing investment. At minimum, they will want:
Single Sign-on (SSO) so the do not need to juggle multiple credentials. Or better yet, trusted and secure no-password solution so they can forget their passwords entirely
One Account that is recognized by all of their solutions which they can manage with self-service screens
Easy Purchase where they can opt into a new software solution without having to create an entirely new purchase order and invoice for a company they already do business with
Single Data Entry where they only enter information once in one product and all other products have a copy without them having to repeat themselves
Seamless UX where they can access these solutions in one place without going to different URLs
Can a cross-sell strategy work without these basic requirements? Yes. If the value of the new product exceed the cost of frustration and inconvenience to a significant enough degree, a customer will endure disjointed solutions. At least until a competitor builds what they want.
From a technology perspective, the solution to this problem is not novel. In order to provide seamless SSO, one account to rule them all, and a seamless experience where all components across all products share data, you need the following:
A unified Identity and Access (IAM) Solution
An enterprise bus that allows data transit between services in real time
Technology that can map user accounts to your customers and the products those customers have purchased
Technology that can manage roles and permissions across products and customers
A UI strategy that leverages all of the above to create a seamless experience
The question isn’t what, its how. Most large enterprises have in-house solutions to the technical challenges shown here. They’ve built these solutions by spending years of R&D and millions of dollars wiring together commercial solutions for IAM and Event Streaming, themselves costing millions, with custom-built technology to map their customers, permissions, and products. Given enough time and money, this expensive DIY approach will eventually create a minimally viable implementation that resolves most of the challenge.
The problem is that your company needs to increase its products per customer this year, maybe even this quarter. So how does a technical solution that will take 1-3 years to implement, help you now?
How do you build this today with the least amount of complexity possible?
Core EOS was built to solve this problem.
In one SaaS offering, we built a modern and secure identity SSO solution which includes multi-factor & passwordless authentication, social logins, secured profiles, customer federated SSO, and much more.
Then we took it further, and built the part every other provider on the market today forces you to build on your own: a solution to map your products, their roles, and their permissions across your customers and their licensed products, directly to your users.
To top it off, we built Data Mapping and Data Streaming capabilities (Q4 2022) that allow your solutions to publish and subscribe any data they need to share.
All of this is provided in a simple intuitive user experience designed to allow your entire team from Product Managers to Developers to coordinate and cooperate in a single enterprise operating system (EOS).
And as though that wasn’t enough, we decided to save you another six months to a year of development, by building Core EOS to be an adaptive UI that you can expose to your users and customers so they can configure their own accounts, SSO and more without additional overhead on your organization.
Warning, a bit more tech-speak to follow.
The beauty of Core EOS is that it works through an OpenID Connect (OIDC) interface for all of the Authentication and Authorization capabilities, translating the myriad of potential customer, user, and product associations into a simple schema that flows to your products through an access token. If you use OIDC, you probably already have an interface integrated with your products that is compatible with Core EOS. We can help you migrate with a few configuration changes and some migration scripts. All you have to do now is incrementally adapt your product to utilize the significantly more in-depth access data now flowing to your applications.
If you aren’t already integrated with OIDC, you’re in luck. There are dozens of off-the-shelf integration libraries available for all of the modern technology stacks, both frontend and backend. As an example, here are a few specifically for frontend technologies:
If you need a deeper integration, our entire solution was built API-first. The entirety of our capabilities are possible through our REST implementation which you can browse any time.
Core EOS solves the functional capabilities you need. But what about that new seamless user experience? Our Transformative Services include UX and Architecture. We can help you create visually stunning new experiences that serve to functionally unify your portfolio while delighting your customers. Need help building it? No problem, we offer additional services through our Transformation Partner Network that can fast track the digital transformation of your commercial portfolio.
If this sounds too good to be true, just checkout the feature list then contact us to schedule a demo. We promise you’ve never seen anything like it before. Let us help you get past this problem so you can focus on your business, revenue, and competition. Schedule a demo today.