Marketers are operating in an era where detailed customer data can be made readily available. If Marketers have not started down the path to achieving a Single Customer View (SCV) already, then the likelihood is that the target of achieving a SCV is firmly in their sights. To achieve a SCV requires gathering data from multiple sources and multiple business units – so collaboration between department leaders is key. However this does not always run as smoothly as project leaders would like. Department leaders are easily convinced of the potential benefits that having increased insight into customer data will provide, but convincing them to let go of their intellectual property can be a difficult task.
Without buy-in from the highest level, the task of creating a SCV database can begin to stutter and lose pace, as each department head wants their representative ‘pound of flesh’ from the data.
We have huge experience with these projects, but the best advice comes from the frontline, from those customers that have been through this process already and are now receiving the benefits of having a SCV database with cross-departmental involvement.
The methods and outcomes before starting out on a cross-departmental project need to be carefully considered and explained to all those involved. E.g. Should the project adopt a fixed or agile development approach? Who owns the data once the database is complete? Simply put; choose an approach that works best for your business and make certain that measures are in place so that the ownership of intellectual property at the end of the project is clear and not left open to ambiguity.
Enjoying the accuracy of a successful SCV database
Whilst the project of working on a SCV database with input from multiple business units might have pain points the benefits are well worth the effort. As well as ensuring data quality, developing a SCV database is also about ensuring that the business can begin to remove data silos that operate in isolation from other units. The SCV is a continually evolving and changing information resource – new data sources will be added, new fields created and new tools used to analyse the information. It is therefore important to put in place good management practices to ensure the SCV maintains its high quality and accuracy.
This advice comes from experience as we have seen very promising projects stall for any number of reasons. So to impart our experiences we have created an eBook that highlights seven critical pain points businesses need to be aware of when starting out on a SCV database development.
To download our eBook, please click here or the download button below: