WHY DO I NEED A SINGLE CUSTOMER VIEW

Single Customer View has been around for some time but few companies treat the customer holistically

GoodBad

You need a SCV because

Customers expect to make transactions easily

Deduplicating comms saves money

Knowing how many customers you have is essential

What are the obstacles?

This is easy to build, you can use 3rd party data to verify names and addresses

What are the obstacles?

I don’t have a unique customer key!

Postcode Address File (PAF®)

Most companies have a transaction and CRM system

A simple SCV should show

Last transaction - recencyAverage transaction valueTransaction frequencyProducts ownedDemographicsContact detailsContact frequency

The solution can be quite simple

The SCV might still be siloed.Is there an alternative?

WHY DO I NEED A SINGLE CUSTOMER VIEW

Thanks

Where I work: Targetbase Claydon Heeley

Where I blog: Maximum Likely Twitter