What is a unified customer profile?

A unified customer profile combines information about the same person from multiple sources into a single record.

Why it is difficult

The same person is listed as “Ola Nordmann” in one place and “O. Nordmann” in another, with different email addresses. Determining that they are the same person is the main part of the job.

What it provides

Sales can see what the customer has purchased from the online store. Customer service can see that the customer has an open case from another channel. Marketing stops sending offers for something the customer already has.

Start with a use case

Build the profile to solve a specific problem. “Having all the data in one place” is not a goal—it is a description that does not specify what should be included.

Privacy is built in

Combining multiple sources creates a more intrusive profile than each source on its own. The legal basis for processing and the retention period must be reassessed for the combined profile.