Glossary · I

Identity resolution

An older woman on the phone in the street

Definition

Identity resolution recognises that records from different sources belong to the same person and merges them into one profile with a shared history.

The same person shows up in many systems: as a visit on the website, a signed-in account in the app, a phone number in the contact centre, an email address in the CRM. To each system, they are someone else.

Identity resolution recognises that it is one human being.

#Deterministic and probabilistic

There are two basic methods. Deterministic methods link records through unique identifiers: a login, a customer number, a verified email address. The result is reliable as long as the identifiers are correct.

Probabilistic methods estimate a match from similarities, for example names and addresses with slightly different spellings. They find more links, but they are also wrong more often.

#What it is needed for

Shared history. Whoever takes a contact sees earlier conversations from every channel, see omnichannel.
Journey analytics. Paths can only be followed if their steps belong to the same person, see customer journey.
Fewer repeat questions. Known details do not have to be asked for again.
Cleaner data. Duplicate records are recognised and cleaned up.

Events from web, app and contact centre come together through connectors and are matched to one profile. Sample.

#Data protection as the frame

A merged profile is a processing of personal data with weight of its own. The principles of the GDPR apply directly: purpose limitation, data minimisation and accuracy under Article 5, a legal basis under Article 6.

The right of access covers the profile too. An organisation should be able to explain which sources were merged and why.

Merging does not replace identification. Before sensitive information is disclosed, it must be clear who is speaking. For cases with the online ID card and a signature, there is Univerx Kanal.