Your Customer Data Is Scattered—Here’s How to Fix It

Businesses collect tons of customer data across multiple platforms—CRM, email, social media, website visits, purchase history—but most of it isn’t connected. The same customer might exist in five different databases under different names, emails, or devices.

The result? Duplicate records, wasted marketing spend, broken customer experiences, and sales teams operating with incomplete, outdated, or misleading information.

A Single Customer View (SCV) solves this problem by consolidating all customer interactions into one accurate, unified profile. And the key to making it happen? Identity resolution.

What Is a Single Customer View (SCV)?

A Single Customer View is a unified, 360-degree profile of a customer that consolidates their interactions, behaviors, and preferences across multiple channels.

Instead of seeing disconnected interactions, businesses can track the entire customer journey in one place—no duplicates, no missing data.

Example of a Single Customer View in Action

Without identity resolution:

• John Smith signs up for a webinar with his work email.
• J. Smith downloads an eBook with his personal email.
• Jonathan Smith makes a purchase using his company’s credit card.
• The system treats these as three different leads, leading to irrelevant follow-ups and wasted ad spend.

With identity resolution:

• All three interactions are merged into one unified profile for John Smith.
• Marketing, sales, and customer support teams see the full picture of his engagement.
• Personalized outreach is based on real behavior, not guesswork.

How Identity Resolution Powers a Single Customer View

Identity resolution stitches together customer data across different platforms and devices using AI-driven matching algorithms.

1. Collecting Data from Multiple Sources

To create an SCV, businesses need to gather data from all customer touchpoints:
✔ CRM records and sales interactions
✔ Website visits and digital behavior
✔ Email engagement and ad interactions
✔ Purchase history and transaction data
✔ Social media and customer support logs

2. Matching & Merging Customer Identities

Using deterministic and probabilistic matching, identity resolution links customer records that belong to the same individual.

✔ Deterministic Matching – Exact matches based on identifiers like email, phone, or user ID.
✔ Probabilistic Matching – AI-driven matching based on behavior, location, and device usage.

3. Creating a Unified Customer Profile

Once identities are matched, all associated data points are merged into a single, dynamic customer profile.

✔ No duplicate records
✔ No missing interactions
✔ No wasted marketing spend on the same person under different names

Why Businesses Need a Single Customer View

🚀 Eliminate Data Silos – SCV ensures marketing, sales, and support teams are working with the same data.

🚀 Improve Personalization – A complete view of customer interactions allows businesses to deliver relevant, timely messaging.

🚀 Increase Marketing ROI – No more retargeting people who already converted or sending irrelevant offers.

🚀 Enhance Sales & Customer Support – Teams can see everything a customer has done, making conversations more informed and valuable.

What Happens When You Don’t Have an SCV?

🚩 Duplicate or conflicting customer records – Teams don’t know which data is correct.
🚩 Missed opportunities for upselling & retention – Businesses can’t track the full customer lifecycle.
🚩 Inefficient marketing spend – Ads are wasted on the same people under different identities.
🚩 Poor customer experiences – Customers get generic, uncoordinated messaging across channels.

Future-Proofing Your SCV with AI-Powered Identity Resolution

As privacy laws tighten and third-party cookies disappear, businesses need first-party data strategies to maintain a real-time, evolving customer view.

🔮 AI-driven identity resolution will make SCV more accurate and automated.
🔮 Real-time SCV updates will replace batch-processed customer data.
🔮 First-party data ownership will be the key to better marketing, sales, and customer relationships.

Want to See Identity Resolution in Action?

If you’re tired of duplicate records, wasted ad spend, and incomplete customer profiles, identity resolution can help you build a real Single Customer View.

View the Identity Resolution Slide Deck to see how it works. If you’re ready to start using identity resolution the right way, you can purchase it here.