Omni Core · Omnichannel Integration · Module
One identity
Recognising that interactions across channels involve the same person — the precondition for everything else in this object.
The idea
How it works
Without identity resolution there is no continuity, no history and no useful personalisation. Everything else in this object depends on it and it is the part most often unsolved.
Deterministic matching on a shared identifier is accurate and incomplete; probabilistic matching is complete and occasionally joins two different people, which is the worse failure.
Working with it
In practice
- 01
Prefer deterministic matching
A shared identifier the customer provides. Accurate, and worth designing the experience to obtain.
- 02
Know the false-match rate
Joining two people is worse than failing to join one, and probabilistic matching does both.
- 03
Give the customer a way to link accounts
Many will, if it is easy and the benefit is visible.
- 04
Measure the resolution rate
What proportion of interactions can be attributed to a known person. It is usually lower than assumed.
One level in
The components of one identity
A component is something that exists afterwards which did not exist before — a deliverable or a mechanism, not an intention.
Joining two different people is worse than failing to join one, and probabilistic matching does both.
The other modules in omnichannel integration
Continuity of state
Carrying what happened in one channel into the next, so that a customer does not restart.
LearnChannel parity
What can be done in each channel, and whether the differences are deliberate.
LearnThe seams
Where the joins remain visible to the customer, and which of them matter — the list that turns integration into a backlog.
Learn