The same customer looks like three different people across e-commerce, loyalty, and point-of-sale systems, because each was built without the others in mind. Personalization and demand forecasting both quietly degrade as a result.
How we approach it: define matching and merge rules for the core customer entity, build a governed “golden record,” and put a stewardship process in place for the edge cases automation can’t resolve alone. What it enables: accurate personalization, reliable demand forecasting, one number everyone trusts.
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