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The Chutes and Ladders of Customer Identity

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Cross-channel digital marketing today can feel like a game of chutes and ladders, with opportunities and risk at every turn. To win, businesses should build customer profiles progressively, leveraging a mature customer identity management solution to ensure that they can:

  • Ask for and manage customers’ consent throughout their entire lifecycle
  • Take advantage of features such as lite registration and subscription management to seamlessly engage customers earlier in the buyer journey
  • Offer customers real value in exchange for their information
  • Build transparency into the framework of their digital strategy to build trust with customers
  • Reward customers by offering continual value and incentivizing them to engage more often to drive long-term loyalty and advocacy

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