Four crucial questions ask about your single customer view
Discover whether you have a source of insight you can rely on for business decision-making or if you need to address inaccuracies in your data sources with an identity resolution project
An error-free, up-to-date and de-duplicated Single Customer View is the holy grail to deliver exceptional, personalised customer experiences. It’s also vital so you can analyse customer behaviour and campaign performance continually, evolving and adapting them to sustain performance.
Of course, it’s not a simple aspiration for a modern, competitive and fast-growing business. With multiple data sources in a range of systems and repositories, real-time data flowing in and out and an array of customer channels, you have your work cut out.
The rewards of getting the Single Customer View right are compelling – truly personalised marketing, exceptional customer engagement and loyalty that deliver great campaign ROI, revenues and profits. With a deep understanding of what your customers want and need, driven by highly relevant engagement and analysis of customer behaviour and propensities, you’ll have the insight to design and deliver what your customers want ahead of your competitors.
Without an accurate Single Customer View, it’s impossible to achieve that level of sustained performance. Errors in data create a lack of trust, both within the business and with your customers and audiences who are on the receiving end of poorly targeted campaigns. Campaign planning becomes subjective rather than data-led, while customers turn to competitors who can deliver the experiences and information they want in a timely and relevant way.
FOUR CRUCIAL QUESTIONS
You need a positive answer to all four of these questions about your Single Customer View, if you want it to be a reliable and effective source of decision-making insight:
- Does it hold unique, real-time customer records?
- Is all the data clean, reliable and standardised, with matched addresses?
- Does it bring together customer data from every online and offline source in your organisation?
- Is it scalable for future needs?
Not many organisations can answer all four questions with a resounding yes. If you have any doubt about the integrity of your Single Customer View, or if you don’t have one that you can rely on, you need to take action quickly.
To make it easier and quicker to fix or establish your Single Customer View, CACI’s specialist data team has developed the ResolvID application. It’s a powerful tool to create a trustworthy source of customer data for reliable analysis. It resolves data from disparate sources – including your CRM, e-commerce and finance systems as well as offline data and mobile apps. You can use the accurate and unified outputs with confidence for analytics and data science, campaign activation, BI and reporting.
If you’d like to find out more about how ResolvID can help you clean up your Single Customer View so you can deliver high performance campaigns and analytics that are trusted by everyone in the business, get in touch with our team.