Single Customer View in Marketing
With the gradual developments of technology, there are different ways in which customers are getting in touch with companies. Companies are then using this information from customers to improve their businesses by offering what customers need based on customer feedback, comments and suggestions. Therefore Single Customer View (SCV) is a comprehensive way in which an organisation represents its customer data.
A Single Customer View is essential because it helps businesses to understand their customers’ behavior in better ways and therefore plan on how to serve them effectively. It is through installing this method across a business together with the accurate use of business data that an organisation knows the products or services what customers love most and how they would wish to be served better. Therefore SCV also gives businesses an idea on how to interact with their customers in the future. This is relevant especially in cases where businesses use multiple channels to engage with customers.
Basically, SCV gives a real picture of the relationship between customers and organisations. This is in terms of customer behavior, habits and preferences. This kind of business data is essential to organisations because it has an impact on the business’ marketing strategies, expansion plans and effective customer communication.
Comprehensively, an organization that uses single customer view accurately will enjoy the following benefits:
- Contacting customers based on accurate segmented information
- A full understanding of its customer’s habits, preferences and experience
- Figure out the most effective and integrated marketing and communication strategies
- Understand the right offers for customers
- Identify the right next steps in terms of service delivery to customers
- Maintain proper relationships with customers to retain them for a long time
Therefore, we believe a single customer view is essential for the success of any business.