The insurance single customer view.. What actually is it ?

"Entity resolution is not a one and done customer view it’s an ever-changing target that sometimes does not want to be identified". Love it.
As insurance digital interactions become more common (through apps, chatbots, IOT & sensors) it is more critical than ever that the customer/party view continues to update and can be re-built at time of request to execute next best actions.
As insurers expand the use of digital channels, they must be able to do this with millisecond response times across millions/billions of data points to inform a multi-layered analytics approach to things like dynamic ratings, next best actions, engagement scoring and fraud detection.