In Search of Customer-Centricity
The Single Customer View: easier said than done. I think most who have built or are building one currently would agree that it is no mean feat to create a single source of truth on every customer at an individual level, particularly those working in large, international organisations.
But why are we so keen to build them? Simply, the more we know about our customers, the better we can interact with them, and the Single Customer View allows us to know all there is to know, right? Well, yes, in a perfect world, but often the dream is limited by factors like cultural change, legacy IT infrastructure and budget.
“A customer’s data is their sole representative within the organisation.”
There are certainly challenges, but that should not deter brands investing in what is essentially the foundation of the modern-day marketing organisation. The fact is, a customer’s data is their sole representative within the organisation, and the more people that have access to it, the better the customer’s experience will be.
In fact, the applications of the SCV go beyond the marketing organisation and, in theory, should percolate through every aspect of the business. Data is democratised and teams across the business are allowed controlled access that helps to inform their business decisions, from pricing models through to supply chain management and customer service performance.
All of this insight is reported on directly via the Single Customer View. This is the very essence of what ‘customer-centricity’ means; it is both literal, in the form of a centralised data asset, and cultural.
Because of the size of the endeavor, it can be difficult to get key stakeholders on board in large organisations. Investment is often significant, and management teams need to see early, tangible results if the project is going to be a success and culture is to change. The easiest way to provide this is through instant insight, insight that they would otherwise not have seen with a less complete picture of the customer.
We will reach a stage eventually where most organisations who didn’t have an SCV have one and nascent companies and start-ups will be born with them. Until then, the quest for customer-centricity goes on. One thing is for sure, though – the SCV is the first and most important step.
Senior New Business & Marketing Manager
Thinking about customer-centricity or building the Single Customer View? We’d be happy to provide some advice. Get in touch here.