Customers are the number one priority of any business who want to stay in business. Every customer has a digital identity – usernames, passwords and personal information - to interact with your business. These identities are stored in directories. Imagine each directory is like an individual world because that’s how they can appear and behave. The pains of multiple customer directories manifest themselves both internally and externally in a business. Internally, directories cause a lack of clear business insight into an individual customer’s behaviour across a portfolio of products and services. Externally directories create a frustrating, disjointed customer experience from a business that appears like it should be seamlessly connected internally. Let’s deal with the internal pains first. Directories create information silos and with them, the inability to see in a single pane of glass which customers buy multiple products across a business portfolio. As a result, businesses miss the.