The Enterprise Identity Hydra: Slaying Data Fragmentation with JTBD

Why traditional MDM falls short and how focusing on the 'Job' of customer understanding unlocks a truly unified view

Table of Contents

• The Hydra of Enterprise Customer Data

• Defining the Enterprise "Job" of Customer Identification

• Why Traditional Identifiers & MDM Fall Short in the Enterprise

• Elevating the Abstraction: A JTBD-Driven Unification Strategy

• Implementing the JTBD-Driven Strategy in the Enterprise

• From Fragmented Records to Unified Understanding

• Bonus Report

The Hydra of Enterprise Customer Data

Does this sound familiar? A long-time customer calls your support line with an issue. The support agent pulls up their record, showing a history of recent trouble tickets. Meanwhile, your marketing platform flags the same customer as highly engaged with a new campaign, unaware of the support issue. Elsewhere, your e-commerce system has a separate login ID for them, linked to a different email address they used years ago. And your ERP system? It just sees an account number.

This isn't a hypothetical; it's the daily reality for many large enterprises. We face a hydra of customer data – multiple heads residing …