The Essential Components of a Single Customer View
Using customer data effectively has never been more important. Consumers expect the companies they deal with to provide relevant information and not to waste their time. The application of data can relate to many areas, including the communications consumers receive and the service they experience. But how can you ensure you maximise the value of your customers’ experience? By collecting the relevant data and using it effectively.
A Single Customer View (SCV) allows you to know the true value of your customers and understand and measure your customer’s experience. It gives you a true 360 degree view of your customers and allows you to achieve costs savings. It also helps with compliance.
Consumers are often happy to share information if it will make their lives easier, or give them a reward of some kind, or ensure an improved level of service – and this perceived benefit, in turn, wins customer loyalty.
But the level of informed attention that fosters an ongoing and growing relationship between and brand and its customers can also raise expectations of better and more personalised dealings, and the business has to be prepared to meet those – and that requires having the right information accessible in one place so it can be analysed and actioned. This is a Single Customer View.