They say that two heads are better than one. And three heads are better than two. But what if one those heads isn’t talking to the others? What if one is in the room next door? What if two of them tell you the same thing?
Most modern organizations amass huge volumes of data about their customers – personal data from subscriptions, communication history, online transactional data, in-store purchases and more. The problem is this information can be collected at many different points and stored in disparate locations. What you need is one head that can collate, merge and share the knowledge of all three.
A Single Customer View (SCV) does just that – provide a single source of truth that brings together the various facets of your customer knowledge to paint a more rounded, more informed picture of who each of your customers are and how they behave. More importantly, it makes this holistic customer knowledge more readily available for in-depth analysis, and provides a base to take informed action.
This foundation enables marketers to ask revealing things about their customers. This could be how often an individual visits your desktop, mobile site or app. You can discover the content they read and the products they browse, and the frequency they make purchases. It can show you if a customer has had a positive or negative experience using your online support service. While you may have known some of this before, this knowledge in isolation has limited use. Blended together, it allows for highly targeted communications.
Take a customer who regularly browses a retail website on her smartphone at lunchtime but makes purchases more often using her laptop in the evening. Knowing what time and what channel she would be most receptive to a retargeting advert means you could attract her with the products she looked at during the day. Perhaps with a tailored discount that takes into account her loyalty.
Say a restaurant customer often orders takeaway for his family at around 7pm on a Friday using your smartphone app. An email at 4:30pm promoting a ‘Feast for Four’, featuring his most frequently purchased dishes, could help influence their decision before he leave the office.
Quite simply, unifying data in this way makes it easier for brands to target and optimize communications for specific customers, predict their behavior and improve customer service. Rather than numerous online identifications, from a customer’s (potentially multiple) email addresses, mobile number, Facebook profile or in-store loyalty account, the duplicate knowledge can be filtered out and the separate profiles can be merged to create a single, ‘golden record’.
With a deeper and more accurate understanding of their needs, every marketing interaction can be improved, to deliver insight-driven, personalized recommendations (along with cross- and up-sell opportunities), with more relevant content for higher conversion rates. Plus, the uplift in satisfaction and response can be measured and analyzed to deliver an even better customer experience in future.
The creation of a Single Customer View will also have the added advantage of presenting your customer data as clean, accurate and up-to-date. Meaning no more wasted money on unnecessary direct mailings, no more embarrassing mistakes when personalizing emails and the confidence that you are sending the perfect message to the right person at the correct address.
If you want to get your heads together and learn more about the Single Customer View, read our Ultimate Guide to Single Customer View below. Or you can call us to discuss more at 617 933 7264 (US) or 0117 943 5800 (UK)
Whether you are a marketer getting to grips with the concept of an SCV, need to know what your organization needs to consider before building one, or want to better understand the ROI, BlueVenn's The Ultimate Guide to Single Customer View has the answer.