As the cookie crumbles, ID resolution reignites customer experience
In today's digital world, one customer can have multiple identifiers. These identifiers track customer information, transactions, and interactions as they engage with a business through its web browser, mobile app, and in-store. Each of these touchpoints might capture different data about the customer, creating different identifiers. This can lead to customer data ending up in disconnected silos throughout the organization, impacting the company’s ability to target marketing and advertising efforts.
Without a comprehensive view of a customer's journey, brands struggle to understand consumers’ needs, creating a bad customer experience (CX). In fact, CX quality fell for 19 percent of brands last year, with 49 percent of customers stating they left a brand they had originally been loyal to in the last 12 months due to poor CX. With customer loyalty at stake, it’s more important than ever that brands use identity resolution (ID) resolution to improve CX, increase retention, and drive revenue.