A single customer view (SCV) allows marketers to unify each customer’s data into a single profile to target potential and serve existing customers efficiently. It enables businesses to identify and track every interaction with current and prospective customers to develop relevant and targeted strategies.
Hence, robust SCV boosts customer journeys and improves customer experience. Effective strategies need to be stationed to create and maintain a single customer view to achieve better multi-touch attribution and simplified personalization. Here are a few methods to gain a better customer experience with SCV.
Assess and Gather the Existing Customer Data and Journey
A crucial step to building a single customer view is to assess and gather all the customer data and its internal owners. Businesses can appoint teams to audit the data sources like data warehouses, point of sale (POS) systems, and customer support platforms. This allows companies to identify the data collection type, how it is being stored, and who can access it.
When all the data is unified, the next step is to review the customer journey map to help businesses understand and visualize customer interaction with multiple channels and their buying patterns. This can be achieved by setting customer journey goals to reflect the organization’s goals to align with the metrics. At the same time, defining specific customer personas and identifying touchpoints is a great way to track the buying journey. This enables businesses to map the current and ideal journey to follow where the marketing and sales are misaligned.
Furthermore, an efficient customer journey map will help businesses understand the currently collected data and the gaps. Weak and uncertain customer journey gaps are indicators of revamping the data quality to achieve a powerful touchpoint.
Also Read : CMOs Playbook to Respect Customers’ Right to Privacy
Monitor the Software and Integrate data from Legacy Systems
Marketers need to evaluate the current software like customer relationship management (CRM), customer data (CDP), or data management (DMP) platforms. An excellent way to decide whether the current system is efficient is by evaluating if the system is capable of building an SCV. In cases where the system is new, it needs a complete compatibility check to avoid redundancies. Additionally, the customer management process can be simplified using software that different teams can apply to their customer journey segment. New data will help cement the customer profile gaps, giving marketers greater transparency into the single customer touchpoints and their interactions.
Furthermore, if businesses have a vast amount of scattered data, it needs efficient sorting through legacy systems. Data can be sorted by auditing the data quality and then integrated into other systems like a data warehouse, POS, marketing automation, and call center systems.
Resolve Customer Identities
To resolve customer identities, businesses need to combine the collected data into a single customer profile via identity resolution. This allows marketers to compare multiple identifiers like email, addresses, login data, and IP numbers. This will help reconcile anonymous or ambiguous data with general visitor information to procure the entire customer profile. A CDP can be integrated into the existing processes and systems, which will perform this automation without disruptions. Furthermore, the segment standardizes the information collected through automated tracking plans and a private portal. This ensures high-quality compliance with privacy regulations.
Generate Insights, Take Actions, and Set a Data Governance Strategy
SCVs can be analyzed on numerous levels to determine industry trends, marketing successes, and customer engagement. At the same time, customer satisfaction surveys or loyalty program data can be analyzed to monitor gaps in the issues between sales and marketing. SCVs are company-wide. Therefore, it is easy for each business segment to explore what is vital to them and what insights need to be shared. This process produces a consolidated and current SCV with accurate and valuable results.
Additionally, data Insights from the analysis of clean customer data can be used to bolster marketing and sales efforts and to build a loyal customer base. Transparent SCVs exclude irrelevant existing customers from the costly top-of-the-funnel initiatives. This customer engagement and responses can further guide future marketing and product development.
While the old data is being cleaned, businesses need a new system for the incoming data. An effective data governance strategy serves as operating guidelines for retrieving, storing, and processing data.
System Testing
Suppose an organization is planning to implement a new centralized system. In that case, it needs to make sure that adequate tests are designed to ensure the system is collecting, organizing, and displaying the data correctly. Smaller data sets can be tested initially and worked the way up to identify issues. However, running tests on the existing systems is crucial to monitor their functionality. These tests will help businesses identify the problems with data linking and real-time updates.
Also Read: How Advanced Virtual Assistants Can help Customer Experience Transformation
Grant Access to Relevant Teams
After the system produces SCV, the data can be shared with relevant internal marketing, sales, customer service, and product development teams. Businesses need to ensure they grant access to all these teams so they can gain access to real-time updates so that they always have current data. The up-to-date can help customers along their purchasing journey. Working with key leaders across each team is an excellent way to establish a data governance strategy. Coordinating among the team leaders ensures that all are on the same page regarding the data collection and storage processes.
Auditing the current customer data systems and implementing new tools to create a single customer view can be challenging due to flowing siloed and inconsistent data. A CDP will help collect all the siloed data into one customer record, segment users, and deliver personalized customer experiences across different channels.
Implementing these strategies will allow businesses to use client insights better to tailor customer experiences at every stage of the journey. It also makes it helpful for marketers to access accurate data and appropriately attribute the data to individual consumers.
For more such updates follow us on Google News TalkCMO News.
