Brands should also ensure that customers’ digital and online interactions are visible.
This piece argues that with Google planning to phase out third-party cookies, businesses should assess the state of their data to have an identity solution. Companies should build identity solution across all touchpoints, devices and channels to create single customer view and drive optimal customer experience.
Brands’ identity management solutions should be able to layer artificial intelligence and machine learning into their process to deliver better customer experience. Consistently optimising the identity solution can help brands maintain evolving customer profiles, enable true engagement and balance precision and reach.
The author suggests businesses should make their identity solutions comply with the consumer privacy laws that give users greater control over their personal data. It can help businesses win consumer trust as well as meet their expectations.
[4 minute read]