Customer engagement is a new competitive differentiator, and the key to making sure each and every customer interaction is compelling and individualized is customer data. Yet, simply collecting data from your customers will not go very far in improving customer experience. The way to transform data into a powerful engagement tool begins with aggregating identity-centric customer data into a comprehensive profile.
A customer profile consisting of data from different data sources unified into a single view of the customer is crucial to being able to provide personalized experiences. It not only offers insight into a customer's buying patterns, it allows you to capture and enforce preference data, privacy choices and security policies with every interaction.