Enterprise API Management

Customer-centricity

This means collecting, consolidating, and analyzing information about a customer's brand interactions/behavior, interests, purchasing patterns and history, personal details, and others, in order to create personalized, rich, and positive experiences for them. In turn, the expectation is that by delivering better and more tailored experiences, customer loyalty will increase and so will sales.

Although the concept is easy to understand, achieving it is a different story. This is because in the majority of organizations, customer information doesn't reside in one system but is scattered among several systems (many of which are legacy), which can be internal, external, or, often, belonging to business partners.