Many companies are failing to recognize their customers across multiple data points and are in turn missing out on actionable outcomes from conversations with them, according to Forrester analyst James McCormick. He recommends the use of touchpoint interaction keys, or TPIKs, such as first- and third-party cookies and relational channels, rather than using search that's difficult to associate with individuals. "There are links that identify a person at point of sale, on e-commerce websites, on social media, and on every channel that we use to interact with customers," McCormick said.

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