If you’re a marketer, you almost assuredly have heard about the “connected customer experience”. With the explosion of mobile devices and ways for customers to connect with your brand, it’s become both a blessing and a curse for marketers.

On the one hand, there are so many more ways than there used to be for you to reach your customers. Your marketing campaigns can reach them on a laptop, mobile phone, tablet, TV, print ad … well, the list goes on and on. But on the other hand, with people using multiple devices and emails, as well as changing addresses, phone numbers and even their names by the millions each year, how customers connect and interact with your brand has become increasingly difficult to track.

Customers have also become extremely demanding. They want personalized offers. They wants their problems fixed fast. Your customers are well aware that they are allowing brands to follow their customer journey, and in return they want to see a better experience.

Globally, 68% of Millennials and Gen Z members said in a survey conducted by Aimia that they understand the reasons why sharing personal information will yield the best offers from companies. In addition, 69% of shoppers 25-34 years old will hand over personal information because it means receiving more personalized communications from the brand. And about 78% of consumers will give marketers data on their in-store purchases, like loyalty programs, so they can get the better e-commerce offers and shopping experiences.

This “always-on” atmosphere puts a lot of pressure on brands to consistently keep delivering for their customers, or they risk losing them to a competitor who is doing it better. U.S. shoppers will, on average, mention a good brand experience to nine people, but a bad one will be mentioned to 16. And in the digital age, it’s even more extreme. Amazon CEO Jeff Bezos has said, “If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.”

Making Identity the Connection Cornerstone

It’s now become crucial to find a way to bridge the offline and online worlds, and the data that goes along with them so you can capture and recognize your omnichannel customers. If your perception of a “connected world” is based on consumer’s profile, rather than the actual person, you’re setting yourself up for failure. There are too many places where that profile could get fragmented across cookies, devices and data points. Brands need to implement a solution that connects the dots across the entire customer journey.

Not all identity methodologies are created equal. The Neustar OneID system is the leading trusted identity solution in the industry because it can connect fractional identifiers that are both fresh and multi-sourced from highly authoritative entities. This includes names, addresses, phone numbers, email addresses, cookies, and mobile device IDs.

This generates complete, accurate consumer profiles that remain privacy-friendly. OneID resolves disconnected consumer identifiers to ensure that Neustar can recognize them collectively as a single consumer across devices and we do it in real-time so the data is “always-on” and we can accurately identify 220 million adult individuals in the U.S. and 120 million different households.

To learn more about the Neustar OneID system and how it can help your brand build a better connected customer experience so you can grow your business, click here, or read our paper “How Strong is Your Customer Graph?” to learn about connecting with your customers across all touchpoints.