How to Create a Single Customer View
To compete in today’s customer-centric environment, a single customer perspective is very important. The ability to use data from a variety of sources to better understand your consumers, their habits, and how they engage with your brand may give essential information to assist drive marketing efforts.
Today’s marketer may take advantage of thousands of cutting-edge technologies to improve the current marketing experience. However, in order to reap the full benefits of these technologies, most marketers require a fully unified, single customer view.
In order to provide a single source of truth for customer information throughout your business, a single customer record is produced by ingesting information from numerous data sources and sewing that data together based on the customer’s identification.
This can allow a variety of business tasks, but we will focus on the marketing applications and benefits of the single customer view in this article.
BENEFITS OF A SINGLE CUSTOMER VIEW
- A single customer view will help you have cleaner data. With an integrated system, you eliminate information silos, which frequently lead to data duplication.
- This will also help you have improved insight. You can have a better understanding of how your campaigns are doing and find areas for improvement with the help of an accurate map of the customer journey.
- Give proper credit to the appropriate channels – When it comes to audience tracking, proper crediting is a big concern. You may use a Single Customer View (SCV) to determine the best and worst-performing channels for future campaigns.
STEPS IN CREATING A SINGLE CUSTOMER VIEW
ALIGN YOUR DATA OWNERS WITH YOUR KPIs
The first step in developing an SCV is to synchronize all of your data owners within your company. Collect important information that will allow you to understand more about your customers. After gathering this data, you may integrate it in a way that provides insight into the end-to-end customer experience, resulting in a greater knowledge of your client and, eventually, a more tailored experience.
It is necessary to align your teams early on key objectives and key performance indicators. This ensures that everyone is on the same page and working toward the same objective.
As a result, even though everyone will be working on separate parts, they will all be participating in the same objective. This is critical for keeping everyone on the same page and easing the move to a data-driven strategy.
Your data owners will act as a link between IT and your team, setting governance rules and granting IT access. Your IT staff will be important during this process since they will need to combine data from different platforms and sources.
FIND THE RIGHT TECH
The next step is to choose a platform that can meet your company’s needs.
When looking for a platform, key aspects to consider include:
- CRM Integration
- Data Quality Tools Usability and Accessibility
You should also examine the size of your organization and the software’s scalability. Movou has made this possible and created an all-in-one platform so you won’t have to subscribe to multiple platforms and help you ease your way into smart digital marketing.
HIRE DATA MANAGERS
Depending on the size of your company, you may have to hire data-focused positions such as data miners, data analysts, and data transfer specialists to make things easier.
Data migration is an expensive and time-consuming procedure that you may not be prepared for. Hire professionals who have the needed expertise and experience. They will be important not just during the initial building phase, but also as your client base grows.
SORT & INTEGRATE ALL YOUR DATA
If you’re a well-known company with a large amount of data everywhere, you’ll need to filter through your systems.
Begin by doing a data quality audit. Then, clean your data so you may begin integrating it with your other systems, such as:
- Data warehouses
- Point-of-sale systems
- Marketing automation systems
- Call center systems
CREATE A DATA GOVERNANCE PLAN
You’ll need a new system for new, incoming data while you’re clearing away old data. This is when your data governance guidelines come into play. They serve as operational standards for data retrieval, storage, and processing.
You may be wondering what is the difference between a data management strategy and a data governance plan. The former refers to the measures you do to follow the principles provided in your governance plan.
PUT YOUR PROCESSES TO THE TEST
The final step in this procedure is to put your new centralized system to the test.
To confirm that your new environment works (i.e., that the data linkage is complete), you will need to use some test data to check that the data is collected, saved, and reported correctly on your platform.
This will most likely be an ongoing process as your company grows and new touchpoints are added.
The sooner your team can create a single customer view framework, the more prepared you will be to serve and reach your target audience. While the procedure can be costly and time-consuming, it is a valuable investment that will aid in strategic company choices.
A single customer view enables companies to gain a better knowledge of their customers, customize their experiences, improve marketing effectiveness, and ultimately boost customer lifetime value.
We hope this post has given you a high-level understanding of how to develop and use a single customer view to improve marketing capabilities. If you need help don’t hesitate and call us right away!