Stage 06 of 07 · Identity across the lifecycle
Serve is where support and service tooling needs the same resolved identity the marketing stack has — a contact centre agent should see one customer, not a case history fragmented by brand or channel.
Last reviewed 27 Sept 2026
The parallel case history
The contact centre platform was integrated separately from the CDP, on its own identity resolution, because the service project ran two years after the marketing one. An agent sees the `case_id` history for one brand with no visibility into the other three the customer holds accounts with.
Tell — you find out when a customer has to re-explain their issue to a second brand's support team.
What resolved looks like
CRM and contact centre platforms — SAP C4C or otherwise — read the same golden record the CDP maintains rather than keeping a parallel identity graph. One customer, one case history, regardless of which brand's support line they call.
Systems that read this stage — CRM · contact centre · SAP C4C
case_idcontact_id