1、|1WH IT E PA PERThe Business Case for Single Customer ViewUsing Customer Data to Enhance Trust,Engagement,Customer Experience,and ROI|2Introduction:Seeing the Big Picture 03Enhancing Customer Engagement,Trust,and Experiences 04Building Blocks of Single Customer View 055 Strategic Imperatives That Si

2、ngle Customer View Enables061.Business Intelligence and Customer Journey Analytics072.Build Customer Trust and Brand Loyalty 083.Secure,Friction-Free Registration and Login084.Meet Data Privacy and Compliance Requirements 085.Reduce Costs 09Single Customer View Best Practices10Table of C|3Imagine fo

3、r a moment that youve heard of an amazing painting called the“Mona Lisa,”but you cant see it in its entirety.Each finger,eye,cheek every element has to be viewed independently.How can you fully appreciate this painting?Even the iconic smile can be hard to enjoy without the rest of the“Mona Lisa”to g

4、ive it context.Unfortunately for many brands,this kind of disjointed view is the only picture they have of their customers.Data may be scattered through multiple applications and silos.Each record may provide a glimmer of a customers wants and needs,but the complete picture is almost impossible to f

5、athom.As a result,opportunities to drive revenue and brand loyalty from the data are limited.The customer experience with the brand is also fragmented and confusing.Single customer view,also known as unified or 360-degree view,resolves this problem by bringing together data from disparate online and

6、 offline sources and merging it into a single,accurate record for each customer.In this white paper,well look at the strategic and operational benefits of single customer view and how a modern customer identity and access management(CIAM)solution can help you realize those benefits,while streamlinin