Did you see those cool 360-degree cameras on the red carpet at the awards ceremony?
A certain celebrity will stand in the middle, and multiple cameras placed around will take photos of the star at the same time, creating a spectacular image that allows you to see the person in 360 degrees.
Now, imagine if you can do this for your target audience? When they interact with your brand, capture them from all angles. With a single customer view, you can.
The problem is that many companies have a hard time knowing where to start.
At the end of this article, you will understand what a single customer view is and how to create a view for your brand.
What is a single customer view?
The Single Customer View (SCV) is a centralized platform where you can fully understand the customers throughout the buyer journey. With SCV, you can identify and track every interaction you have with current and potential customers, which enables you to develop relevant and targeted strategies.
A single customer view combines data from consumer behavior on the web and email, social media activity, demographics, interaction with customer service, and purchase history.
Let’s look at an example of interaction between consumers and brands.
A consumer (we call her Jazmyn) discovered a brand on Instagram. Jazmyn visits the brand’s website via Instagram and downloads free offers. The brand added Jazmyn to the email list, and she started receiving training emails.
After months of no interaction, Jazmyn rediscovered the brand and made a purchase. A month later, she called the customer service department about the product.
In just a few months, Jazmyn interacted with at least three departments within the company: marketing, sales, and customer service. In many companies, each department uses its own system to track data.
For example, sales teams often use Customer relationship management (CRM) software to track their interactions with customers and potential customers, while marketing teams use marketing platforms and automated tools to generate potential customers.
This creates a huge data gap, making it difficult to understand the behavior of users over a long period of time beyond a single vertical. It can also lead to duplicate information, which can lead to dirty data.
For example, Jazmyn may receive advertisements for products she has already purchased. Or she might receive a customer service call asking about products that she has reviewed via email.
Having a single customer view allows organizations to establish personalized interactions with consumers based on the current stage in the customer’s life cycle. This creates a better customer experience, stronger brand loyalty and higher retention rates.
When you know where your target audience is, you can provide attractive offers based on their current needs. This is the best personalization.
Benefits of a single customer view
When you invest in a platform with a single customer view, you:
- Have clearer data – Using an integrated system, you can eliminate information silos, which often leads to data duplication.
- Collect better insights – When you have an accurate customer journey map, you can better understand the execution of your marketing activities and identify areas for improvement.
- Assign the right credit to the right channel – When it comes to audience tracking, correct attribution is a major issue. Using SCV, you can determine the best and worst channels for future marketing campaigns.
How to create a single customer view
- Align your data owners and KPIs.
- Find the right technology.
- Hire a data steward.
- Sort and integrate all data in the old system.
- Set up your data governance strategy.
- Test your process.
1. Align your data owners and KPIs.
The first step in creating an SCV is to coordinate all data owners in the organization.
Align your team early on key goals and Key progress indicators. This keeps everyone aligned and working towards the same goal.
Therefore, although everyone works in a different part, they will all contribute to the same goal. This is the key to keeping everyone the same mindset and simplifying the transition to a data-driven approach.
Your data owner will act as the liaison between IT and your team, enforce governance standards and provide IT with the access they need.
In this process, your IT team will play an important role because they need to integrate data from multiple systems and sources.
2. Find the right technology.
The next step is to find a platform that can support your company’s needs.
The main functions to consider when searching for a platform include:
- Software availability and accessibility
- Customer relationship management integration
- Data quality tools
You also need to consider the size of the company and the scalability of the software.All-in-one CRM platform, such as HubSpot, It combines sales, marketing, and customer service data to support the overall customer experience.
3. Hire a data manager.
Depending on the size of your company, you may want to join data-specific roles, such as data miners, data analysts, and data migration experts.
The process of migrating data is a costly and time-consuming process, and you may not have this capability. Instead, hire experts with knowledge and experience to do the right thing.
They are essential not only during the initial construction phase, but also as you expand your customer base.
4. Sort and integrate all data in the legacy system.
If you are a well-known brand with a large amount of scattered data, you need to classify the system.
First, audit the quality of your data. From there, clean up your data so you can start integrating it with your other systems, including:
- Your data warehouse
- Your point of sale system
- Your marketing automation system
- Your call center system
5. Set up your data governance strategy.
In the process of cleaning up old data, you need a new system to handle new incoming data.
This is where your data governance standards come into play. They are used as operational guidelines for retrieving, storing, and processing data.
You may be wondering, what is the difference between a data management strategy and a data governance strategy? The former refers to the actions you take to achieve the guidelines outlined in the governance strategy.
To learn how to develop a governance strategy, click Here.
6. Test your process.
The final step in this process is to test the new centralized system.
To ensure that your new environment is effective (that is, the data link is complete), you need to use some test data to ensure that the data is collected, stored, and reported correctly on your platform.
As your business expands and implements new touchpoints, this may be an ongoing process.
The sooner your team implements a single customer view framework, the better you will be able to serve your target audience. Although this process can be expensive and time-consuming, it is a worthwhile investment and helps in making strategic business decisions.