ECB: Improving customer experiences by leveraging the power of Okta
apps integrated with Okta Single Sign-On across the ECB digital ecosystem
increase in user registration completion
access supported for unique users across a portfolio of services within the first 18 months
- Modernising a historic institution
- Understanding customers better
- Running a proof of concept
- Rapid growth and expansion
- Optimising experiences with data
England and Wales Cricket Board (ECB) was formed in 1997 to unify roles formerly fulfilled by the Test and County Cricket Board, the National Cricket Association and the Cricket Council. This brought with it several technological challenges, particularly when it came to handling data and understanding the way ECB customers interact with the services it offers.
ECB began to build a data lake to provide a single customer view, as part of its digital transformation journey. It worked with an Identity and Access Management (IAM) solution to overcome the challenges it faced but realised Okta would be a better fit for its needs and decided to migrate across.
Working with Okta partner Atlas Identity, ECB used the launch of a new format of cricket - The Hundred - to test out Okta’s capabilities in practice. It deployed Okta Single Sign-On to facilitate a secure, user-friendly login experience that remains compliant when it comes to users understanding the consent they are giving in terms of the access right of the various apps used by ECB.
Due to the limited nature of the POC, ECB originally aimed to deploy 200,000 email licences for users in its first year of working with Okta. Due to the popularity of The Hundred, and the success of Okta in enabling its registration and ticketing system, however, this quickly expanded to more than 1 million licences.