Most organizations collect a lot of customer data across various channels and business systems.
But what are you doing with that data?
The aim is to unify data to create in-depth understanding of customers, their needs and behaviors across all the touchpoints in their journey. But capturing customer interactions across digital channels and marketing efforts depends on being able to access and extract value from the data and truly put it to use. The gap between having data and using it to understand customers is one of the biggest hurdles marketers face in driving conversion. Customer identity is the bridge that fills that gap.
Actively learning to boost relevance, reduce user friction, and create increasingly personalized experiences while building customer trust and loyalty makes marketing effective. Collecting customer data isn’t the real or only problem, though.
