Achieving a Single Customer View

The importance of a single customer view

In order to understand your customers and stand out from competition, a single customer view (SCV) is integral to growing your business. 

Have you been struggling to segment your audience? Are you able to analyse your customer journey? Can you predict when your customers will next make a purchase? How do you measure the effectiveness of marketing and sales campaigns? 

A single customer view provides the answer.

Firstly, what is a single customer view?

A single customer view is a comprehensive record of each customer. It provides accurate, up-to-date information of your customer interactions with your brand, products and channels.

This is created through the aggregation of all of the data an organisation holds on a customer across various systems – from marketing to finance (and everything in between). The view may include contact information, purchase history, previous interactions with customer service, marketing engagement and more.

In order to succeed, your customers should guide your business. With a unified, singular view of your customers, you can:

  • Improve your understanding of your client base with access to a clear, accurate view of interactions, all in one place for everyone to use.
  • Analyse and optimise your customer journey. 
  • Improve marketing campaigns, making them more personalised and targeted. 
  • Create a slick and engaging customer experience that converts your audience.
  • Improve customer experience and satisfaction ratings.

But how can you achieve this? Unifying data to deliver a sophisticated customer experience is possible, but it’s not always easy. To create a slick and engaging customer experience that converts, relies on a clear and accurate view of your customers. However, an accurate view of your customers  relies on data. 

Customers interact with your business through numerous channels, generating vast amounts of data. This data is held in multiple locations, which can make accessing a single customer view difficult. 

Nevertheless, it is not an impossible task to achieve. Through the creation of a single customer view, you can access information from every step of your customer journey in one singular place. Use this to uncover actionable insights and develop more relevant and targeted strategies – and watch your business grow. 

What’s the benefit of a single customer view?

A single customer view provides valuable information to all business departments, enabling accurate and consistent analysis. That is to say that a SCV centralises all customer information, providing the data for analysis.

With a single view of your customers, you can analyse past behaviour and use this to improve targeting and personalisation for future client interaction and engagement. Furthermore, reviewing past activity and behaviour helps you to optimise your customer journey. As a result, you can increase engagement and drive efficiency in marketing and sales campaigns, reducing redundant and irrelevant activity.   

Providing the right message, content or offer at the right time makes customers feel understood and valued – consequently increasing their loyalty and improving their lifetime value (LTV). 

How can a business use a single customer view?

Marketing, Sales, Customer Success are three key departments that can benefit from a SCV. How? The following are just a few ways businesses make use of their single customer view:

  • Develop an understanding of individual customer behaviour and user journeys. Use this information to build personalised marketing campaigns and improve customer service.
  • A singular, accurate and up to date view of an individual customer allows you to confidently tailor your marketing to each – providing a discount for a product they previewed the day before for instance, or even showing a product in the size usually purchased.
  • Understanding past purchases and frequency of purchase enables sales and marketing to target upsells, promotions and offers tailored to the customer.
  • Finance can build accurate predictions for future purchases.
  • If a customer contacts your customer service through one channel, but doesn’t complete the interaction, a single view of that customer allows any future agents to see the past activity and provide a solution without requesting the same information that has already been provided by the customer.

With a unified view of customers, every department in the business can access, review and analyse customer data for their own purposes. This democratises data – providing the right data at the right time, to those that need it. As a result, bottlenecks are removed, less time is wasted and accuracy improves – as everyone is using the same data, from one central, singular source of truth. 

Common problems creating a single customer view

The creation of a single customer view is desirable for almost all businesses, often featuring high on the to do list. However, it’s not always easy.  There are three common problems businesses face when attempting to build a SCV:

  1. Lack of access to data 
  2. Poor data quality 
  3. Lack of data centralisation

Addressing these issues is vital to achieving a SCV that is valuable to all departments.

How to create a single customer view

Firstly, high quality and accurate data needs to be captured at each step of the customer journey. Secondly, this data must be managed and stored effectively, in a single place. It is impossible to create a single view of your customers if all business data remains siloed, in disparate sources. 

To start the process of creating a SCV, the following must be achieved:

  1. Identify siloed data sources. Each department in a business will use an array of data sources, from SaaS platforms to offline sources. Often, each team processes data in a different way which can result in inconsistencies and inaccuracies in numbers between teams, even when using the same sources. In order to start the process of creating a single customer view, these data sources must be identified.
  2. Centralise the data. Once you have identified all of the sources being used by each department (from Marketing to Finance, Product to Customer Success), the next step is to bring the data into one central location, the data warehouse
  3. Clean the data. Finally, in order to use the data, it needs to be cleaned. Inevitably, with so much data from an array of different sources, there can be duplicates and varying formats of data that need to be cleaned. This step is integral to producing a clear and accurate SCV. 

Examples of data you may include in your SCV: 

  • Personal details 
  • Contact information 
  • Website engagement and activity 
  • Purchase history 
  • Points of conversion 
  • Communication history
  • Customer preferences 
  • Suppression information 
  • Marketing campaign data 
  • Sales interaction data 

What’s the next step?

Once you have created your single customer view, the job is not complete. It’s important to remember that a single customer view is not static. It is always evolving as you acquire more data through the various channels and sources where your customers interact with your business. 

Furthermore, analysis is required in order to make use of your SCV and derive actionable insights that will inform your marketing activity. Only through this analysis can you determine how, when and where to target your marketing messages, improve the customer journey or make predictions. 

What’s the impact of a single customer view on business?

Marketing, sales and client success departments benefit from the creation and use of a SCV. Some of the benefits of achieving a single customer view include:

  • Tailored communications
  • Personalised offers 
  • Directly addressing customer wants and needs 
  • Adopting learnings into customer service and success
  • Improving user experience 
  • Increasing customer satisfaction
  • Removal of tech bottlenecks for access to data 
  • Democratisation of data
  • Data led sales and marketing campaigns

A single customer view not only allows you to target your customer centric activities to specific customers, similarly, it is useful when viewed at aggregate. This helps you to spot trends and patterns amongst your customer behaviour. 

Moreover, the application of data science and artificial intelligence on top of a SCV enables the identification of overarching trends and predictions of future activity.

Ultimately, a SCV allows you to better serve your customers. Personalising the customer experience results in information, products and services shared with customers that are of interest, enhancing the customer experience. By providing the right message or offer at the right time, loyalty and retention increases, leading to advocacy and eventually, evangelical customers.  

The kleene solution

Achieving a single customer view can be a difficult task for many businesses. But, kleene makes it easy… 

Want to find out how? Get in touch with us for a free data consultation and advice on how you can create your SCV.

We have worked with customers in a range of industries and sectors from hospitality to B2B SaaS to provide a clear, unified view of their customers. As a result, kleene clients have been able to deliver targeted marketing campaigns and improved their customer service and satisfaction levels. 

Our software makes accessing, centralising and cleaning your data easy and fast, enabling the creation of a single customer view. What’s more, our data team can even build it for you. Need some help with the analysis? Our analysts are on hand to uncover actionable insights! 

Read our customer case studies to discover how we’re helping businesses use their data to make decisions.

Book a demo to discover kleene in action and take your first step to achieving your single customer view.