Many business leaders are concerned with the fact that customer identity information is not being used to its full efficiency and are continuously seeking a solution to this problem. A lack of collaboration between marketing and technology leaders is seen as being one cause of this problem as well as multi-channeled routes which don’t allow for a single, coherent view of their customer. This report looks at the need for businesses to place the customer at the center of their strategy to allow them to tackle any customer identity challenges.
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