Case Study: Sprinklr achieves seamless SSO to Microsoft products without Active Directory with Auth0

Sprinklr Achieves ‘Impossible’ SSO for Microsoft Products without Active Directory using G Suite with Auth0

Sprinklr, a cloud‑native provider of customer experience management used by brands like Nike and McDonald’s, faced a unique identity challenge: it runs entirely on SaaS with no Active Directory or internal domain, yet needed federated single sign‑on across more than 30 SaaS platforms and key Microsoft products. Without AD, Microsoft services required separate logins on custom subdomains, creating friction, support tickets, and manual onboarding overhead.

Working with Auth0 and using G Suite as the identity provider, Sprinklr implemented a custom Auth0 rule that auto‑provisions Office 365 accounts, assigns licenses, and enables SSO into locally installed Office apps and other Microsoft services. The result was a move from manual to zero‑touch onboarding and one‑click offboarding, roughly 10 minutes saved per new user, near‑zero support burden, and easier developer access to Microsoft tools like Power BI and Azure.

Sprinklr

Matt Tedder

Global IT Director