Separate identity from marketing attributes
Define the authoritative identifiers for customers, accounts, households and organizations. Keep legal identity, relationship roles, channel preferences and marketing attributes distinct. Document which systems can create or update each field and how those changes propagate.
Resolve matches with reviewable rules
Use deterministic identifiers where they are reliable and establish thresholds for uncertain matches. Preserve source records, match rationale and confidence. Route ambiguous merges to an accountable reviewer and support reversal when a match is wrong. Test the effect on outreach, servicing and reporting before broad rollout.
Honor permissions and lineage
Carry consent, suppression and channel eligibility with the unified profile. Restrict access by role and retain the lineage needed to explain why an attribute was used. Cicrim can help define the identity model, matching controls, exception workflow and acceptance tests for a phased implementation.
Plan the next working session
Bring the current process, the accountable business and control owners, and the questions your team needs to resolve. Cicrim can help define a focused scope, expected working outputs and acceptance criteria before delivery begins.
Discuss identity & profile unification