Abstract: The present subject matter discloses a customer data unification system, implemented in a big data platform, for unification of customer data. In an embodiment, the customer data unification system includes a data operation module and an identity resolution module, both coupled to a processor. The data operation module obtains organizational customer data and social customer data organizational data sources and social media sources, respectively. The unstructured data from the organizational customer data and social customer data is processed for standardization and de-duplication. Further, the identity resolution module determine an identity resolution value for the social customer data to determine a similarity between the organizational customer data and the social customer data. Subsequently, the organizational customer data and the social customer data are unified.