A bullshit free guide to Single Customer View

Single Customer View is a buzzword in marketing, and seemingly the answer to everyone’s data problems.

But if it’s so great, why isn’t everyone already enjoying the fruits a successful Single Customer View (SCV) strategy? Like teenage sex, while everyone seems to be talking about it, very few are actually doing it.

Although teenage kicks might cause more trouble than they’re worth, the same cannot be said for single customer view. In theory, it’s the marketer’s absolute fantasy. A multichannel campaign – email, social and everything else – is wonderful, but it can cause major complications in collecting data and analytics. The single customer view is the solution to this problem, and that’s why it makes marketers weak at the knees.

Below we’ll tell you what you need to know about Single Customer View, explain why it’s beneficial and look at how to execute a successful strategy.

What is Single Customer View?

A single customer view means bringing together all the data that you have about a customer – from demographic details to their interactions with your site to their purchase history and more – and consolidating it into a single record. It’s also sometimes known as a ‘360-degree’ or ‘unified’ customer view.

But if it’s so great, why isn’t everyone already enjoying the fruits a successful Single Customer View (SCV) strategy? Like teenage sex, while everyone seems to be talking about it, very few are actually doing it. Click To Tweet

There are a number of commercially-available platforms on the market that create an SCV and manage and serve data for marketing operations, processes and applications.

Why is SCV beneficial?

Multichannel customer service provides customers with a series of options for communicating with a brand. Think about all the ways that your organisation corresponds with customers, or indeed how you interact with your bank or favourite sports team:

Email
Social media
Live chat
Phone
Online form

All these options are useful, but such divergence can make things very complicated for customer service teams. Consumers jump across various channels in order to carry out even the simplest of tasks, whether it’s buying goods from an ecommerce site or finding directions to its nearest retail outlet.

Storing data in different places can lead to important chunks being left out and poor standards of analytics. Subsequently poor marketing decisions are often made.

Crafting a successful SCV strategy

  1. Firstly, data must be collected from each source. These channels should be connected so that all relevant data can be imported. 
  2. Data should then be cleaned and consolidated. Systems must be introduced that merge duplicates and match up different data types to create a single customer view.
  3. Then make data work for you. It must be sorted into a usable format where it can be easily analysed and segmented. The system should update in real-time to prevent information becoming out-of-date. It should also automatically identify if a key identifier changes, for example if they change address or surname.

Use that insight intelligently

We worked with GeoSpock to bring their sales team some key customer insights. We started by testing messaging to understand audiences, then linked up various data points to deliver leads with additional insights to help the sales team follow up more effectively.

Find out more about what we did for GeoSpock here.

 

So is Single Customer View something I should try?

We would certainly recommend it. By building a fuller, personalised picture of the customer and their journey, a business will have a more insightful guide to improving future sales and make improvements to future customer interactions. It can be a headache to set up, so give us a shout if you need some help. But you’ll certainly yield the benefits.