The digital customer journey is more fragmented than ever, making it an even greater challenge for marketers to resolve customer identities. However, Greg Krehbiel, consultant for The Krehbiel Group, suggests that focusing on use cases and thinking about the customer first can help. Krehbiel proposes two frameworks for approaching identity resolution that keep use cases top-of-mind. The first is the Device Framework, which begins with the device a customer is using. This has a device identifier which can be enough data to inform a basic call-to-action. Marketers can also move customers along and find out more about them based on their activity on a website. As more identifiers are linked, marketers can gain confidence in the ways they engage the customer, using deterministic or probabilistic matching. The second framework is the Person Framework, which begins with a concept of a customer as a person without the digital baggage. Marketers can think of the person first, and then the ways they try to get around paywalls and avoid sharing data when they engage online. There are forms of digital fingerprinting which can help marketers identify a returning user. Marketers should also envision how the customer is dividing their online presence and find the right way to contact them according to their needs.
By embracing use cases and focusing on the customer first, marketers can find more effective ways of resolving customer identities and improving the customer experience. To find out more, check out The MarTech Conference or get MarTech! Daily in your inbox.
Originally reported by Martech: https://martech.org/two-frameworks-for-resolving-identity-and-improving-customer-experience/
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