One View, Unlimited Opportunities: Why You Need To Create A Single View Of Customer Data
September 4, 2018
How many versions of the truth exist? No, this is not a philosophical query. In my conversations with companies keen to improve customer engagement, this is one of the first questions I ask. In most companies, the answer is – too many. Brands that capture customer data often retain multiple records or views of the same customer that are inaccurate and incomplete.
Today, more than ever, creating a single view of the customer – one version of the truth – is essential. If no single view exists, a brand cannot know, understand, or anticipate what customers want in any sales channel. The fall out is imprecise marketing spending, diminished engagement, and lost opportunities.
What’s more, data may reside in different places that don’t communicate – customer relationship management and marketing systems, even the commerce platform. So, no consolidated data base or master view of the customer exists. This is the root cause of highly fragmented, utterly forgettable customer experiences.
Think about it. You receive an email about a winter coat sale in February and you live in Australia – where it’s 90 degrees. Conversely, venerable U.K., retail brand John Lewis excels at recognizing customers – whether they are in-store or buying online. Through integrated technology, the department store does an outstanding job of recognizing and marketing to buyers, including VIPs who receive special offers based on this status.