By isolating and organizing data around individual customers, a Single Customer View provides marketers with the ability to employ personalized marketing more effectively, as well as consolidate multiple data sources that relate to an individual customer. This eliminates the potential for inaccuracies and redundancies, i.e. sending the wrong marketing communication to the wrong person, receiving the same communication twice, or not receiving anything at all. If a customer has utilized multiple emails or telephone numbers, the Single Customer View allows marketers to view them all in the same place, rather than worry about sorting through multiple data sets all relating to the same individual.
A Single Customer View allows marketers to develop a more accurate picture of customer behaviour across multiple platforms, devices, or websites. This means marketing that is more comprehensive and personalized for that customer’s habits and values. As such, a Single Customer View is the most effective way to achieve the “360-degree view” of the customer.
When paired with other tools, an SCV can provide data that can be better visualized and analyzed, strengthening the accuracy and the efficacy of marketing initiatives that rely on the personalization and organization Single Customer View
A Single Customer View for retail is highly desirable and the most obvious application, but an SCV is also very valuable for banking and insurance organizations. While more complex, there are also many benefits of a B2B Single Customer View, for more intelligent decisions, to reduce inefficiencies and better account management.
At the same time as bringing all these data sources together, a Single Customer View matches and merges duplicate customer data, enhancing it with additional third-party data to fill gaps in your records, broaden your insight and verify the data you already have.