Leadership Brief: Your customer identities: How to do them right - 72006

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Digital business strategies require up-to-date and reliable customer identities. They are essential to target your marketing, to adjust the design of your products and services, to increase your earnings and to create long-term relationships with your customers.


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Mar 18, 2015

Leadership Brief: Your customer identities: How to do them right - 72006

Digital business strategies require up-to-date and reliable customer identities. They are essential to target your marketing, to adjust the design of your products and services, to increase your earnings and to create long-term relationships with your customers.

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When dealing with consumers and customers directly the most important asset for any forward-thinking organisation is the data provided and collected for these new type of identities. The appropriate management of consumer identities is of utmost importance. Handing over personal data to a commercial organisation the consumer typically does this with two contrasting expectations. On one hand the consumer wants to benefit from the organisation as a contract partner for goods or services. Customer-facing organizations get into direct contact with their customers today as they are accessing their [...]

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