Seamless identity

The topics covered in this chapter so far describe how to relate customer data records across systems so that a complete and connected picture emerges and new capabilities are unlocked. These capabilities, however, are primarily on the backend data side or to support the organization.

Creating a 360° view of the customer should also benefit the customer, however, and this can break down when the user experience crosses system boundaries.

The most common example of this is creating a hybrid experience for the customer that is partially hosted in B2C Commerce and partially hosted in Experience Cloud (formerly known as Community Cloud). In these cases, we can do a lot to make the two front end experiences look similar but customers who create an account in either system are interacting with two different backends.

In B2C Commerce, creating an account or logging in creates a B2C Commerce customer profile record, which handles authentication. On the Experience...