SINGLE CUSTOMER VIEW — B2C

All your customers, all in one view

Single Customer View for B2C unifies, matches, and governs customer data across your systems. Replace fragmented identities with a single, trusted, complete profile for every customer. So your teams can provide better service, stronger analytics, and personalization that feels truly unique.

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The benefits of Single Customer View

Create a single, trusted view of every customer
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Unify fragmented customer records into one trusted profile that teams and systems can use consistently across the business.
Reduce duplicate and inconsistent records
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Improve identity resolution and reduce the confusion, rework, and inefficiency caused by disconnected customer data.
Drive hyperpersonalization, service, and customer experience
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Give teams a more complete and connected customer profile, so they can deliver more relevant personalization, better service, and AI-driven customer experiences based on trusted context rather than fragmented records.
Support better segmentation and analytics
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Use trusted customer records to improve reporting, segmentation, and decision-making across customer-facing functions.
Provide a trusted foundation for AI and automation
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Support AI-driven use cases with a trusted customer identity and complete customer context rather than fragmented records.
Establish the identity anchor for future customer 360 patterns
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Create the trusted customer identity foundation that can support future agentic customer 360 strategies more reliably.

What’s included in Single Customer View

Customer consolidation across enterprise systems
Bring customer data together from CRM, ERP, digital, service, and other systems that create and use customer records.
Identity resolution and AI-powered matching
Match records across systems and identify duplicates using rules and AI-supported matching logic.
Duplicate detection and merge capabilities
Detect fragmented customer records and resolve them into a more complete and consistent customer profile.
Golden record creation and survivorship rules
Create a single trusted customer record using governable merge logic and survivorship rules across competing sources.
Data governance, lineage, and auditability
Apply governance controls that help customer records stay trusted, traceable, and explainable across systems and workflows.
Relationship modeling
Capture customer relationships such as households and hierarchies to improve context and downstream customer intelligence.
Multidomain connectivity
Connect customer data with product, location, and other domains when customer decisions depend on broader business context.
Context layer for customer intelligence
Use the trusted customer record as the foundation for better customer intelligence today and more AI-ready customer context tomorrow.

How Single Customer View works

As a part of Customer Experience Data Cloud, Single Customer View turns fragmented customer data into a trusted, complete, and context-rich customer profile. Teams can use this profile across the enterprise to establish the identity anchor for better customer intelligence today — and stronger agentic customer 360 in the future.

1. Ingest customer data from multiple systems

Bring customer data in from CRM, ERP, service, digital, marketing, and other systems.  

2. Match and identify duplicate records

Use rules and AI-supported matching to detect related or overlapping records across systems.  

3. Merge and resolve identities into a single customer record

Resolve fragmented identities into one trusted customer record that reduces inconsistency across touchpoints.  

4. Enrich with relationships, context, and multidomain data

Add customer relationships, context, and cross-domain connections, so profiles are more complete and more useful downstream.  

5. Govern and synchronize the golden record across systems

Maintain and share the trusted customer record across systems, so teams, analytics, and downstream workflows operate from the same foundation.  

Single Customer View in action

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Oney reduced duplicates and improved customer data quality

• 90% reduction in duplicates

• >95% maintained data quality

• Improved customer views

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Royal London created a single view of customer data across the business

• 95% of customer data accessible in one place

• Customer reps can connect a single record to policies across the business

• Teams respond faster with complete information

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Rituals uncovers better insights with a centralized, trusted data source

• Uses multidomain MDM to centralize information

• Links customer data with other domains on a single platform

• Fuels growth built on a trusted data source

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Single Customer View FAQ

What is a single customer view?

A single customer view is a trusted, complete customer profile created by unifying and governing customer data across multiple systems.  

Why is a single customer view important?

A single customer view helps organizations reduce fragmented records, improve consistency across touchpoints, and build better customer insight for service, personalization, analytics, and decision-making.

How does identity resolution work?

Identity resolution works by matching, merging, and governing related customer records across systems to create a more complete and accurate customer profile.  

How does a single customer view support AI?

A single customer view supports AI by giving downstream analytics and AI-driven workflows access to one trusted customer identity and more complete customer context instead of fragmented records.  

How does Single Customer View integrate with CRM and other systems?

Single Customer View is designed to work across CRM, ERP, service, digital, and other systems that create and use customer data.  

What is a golden customer record?

A golden customer record is the trusted customer record created by resolving and governing data from multiple sources into one reusable foundation.  

How can a single customer view support an agentic customer 360 strategy?

A single customer view can support a future agentic customer 360 strategy by serving as the identity anchor that links transactions, behaviors, signals, and relationships back to one trusted customer profile.

Ready to create a trusted single customer view?

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