When shopping online, consumers today have developed certain expectations about their experience. They expect your brand to remember their purchasing history, what they like, how they prefer to buy from you and want you to make good recommendations. Quite simply, customers want your organisation to demonstrate how well you know them and they’re often prepared to share many details in order for you to do so.
Even so, drawing on all the information about past customer journeys isn't easy, especially considering how many channels the average journey might use. For example, what might start with a search on Google on a smartphone could continue with research on a tablet via social media, with an eventual purchase made during a lunchbreak on an office desktop.
Organisations need a way to collect and merge all this data, no matter what device or touch point collects it, and recall it when needed. Not just to give customers the best service, but precisely segment and target them, extracting trustworthy insight about their behaviour for future marketing campaigns.
Then there is the requirement to fill the black hole created between online behaviour and offline purchases or enquiries.
A Single Customer View (SCV) can achieve this – a singular record that brings together all the fragmented data from a customer’s engagement with your brand, online or offline, along with all their essential details, into one readily accessible marketing database.
Uniting data in this way – when it is likely to be scattered across several silos, including point-of-sale systems, e-commerce, email service providers and more – is a significant undertaking. So, justifying the ROI of a Single Customer View is important. Here are some of the benefits:
If you know your customers better, you can send messages that are more relevant
With so many people bombarded with communications, customers are going to listen to those who they think best understand them. This means that messages are more conversational and more likely to be read, responded to and convert.
You can target your most profitable customers
With the ability to tailor your marketing strategies to specific segments, you can use an SCV to single out the customers that are the most value to you. Concentrating your marketing efforts on this group is not only a more effective way to spend marketing budgets, but your greater understanding of them will make opportunities for cross and upselling more recognisable.
Efficiently organised data means fewer chances for mistakes:
By consolidating data from multiple silos, you decrease the likelihood of making errors that can affect your budget and your reputation. Sending duplicate irrelevant messages leads to dissatisfied and disinterested customers, while your marketing tactics will suffer with poor engagement.
A better relationship means happier customers
Customers who view your brand as being better suited to their needs are more likely to encourage further communications from you, sign up to loyalty schemes and view your organisation positively. And customers with high regard for your brand are more likely to purchase and return to purchase again.
The ability to launch multichannel marketing tactics
Unlike a Data Warehouse, which serves as a repository for all business data, an SCV only contains actionable data for marketing departments. Having a single view of customers channel activity to analyse gives you clear and reliable insight for future campaigns.
Make business decisions based on facts – not fiction
By removing duplicates and ensuring a clean database to make decisions from, you can make more intelligent decisions. Building personas, customer profiles and segments can be done and backed up by trustworthy, reliable data.
Better attribute sales to marketing campaigns
Through the blending of online and offline data you can better attribute sales to marketing efforts to prove ROI. The SCV creates a complete memory of every single customer to improve your attribution models and always understand where customers are in their journey.
With the power to better segment customers, optimise marketing spend, increase sales and improve retention, it's clear how to demonstrate the ROI of an SCV investment – and build relationships that are more beneficial to both you and your customers.
Want to learn more? Read The Ultimate Guide to Single Customer View
Whether you are a marketer getting to grips with the concept of an SCV, need to know what your organization needs to consider before building one, or want to better understand the ROI, Blue Sheep's The Ultimate Guide to Single Customer View has the answer.