Single customer view

A Single Customer View is an aggregated, consistent and holistic representation of the data known by an organisation about its customers.[1][2] The advantage to an organisation of attaining this unified view comes from the ability it gives to analyse past behaviour in order to better target and personalise future customer interactions.[3][4] A single customer view is also considered especially relevant where organisations engage with customers through multiple channels, since customers expect those interactions to reflect a consistent understanding of their history and preferences.[5][6] However, some commentators have challenged the idea that a single view of customers across an entire organisation is either natural or meaningful, proposing that the priority should instead be consistency between the multiple views that arise in different contexts.[7]

Where representations of a customer are held in more than one system, achieving a single customer view can be difficult: firstly because customer identity must be traceable between the records held in those systems, and secondly because anomalies or discrepancies in the customer data must be resolved.[8][9] As such, the acquisition by an organisation of a single customer view is one potential outcome of successful Master data management. Since December 2010, maintaining a single customer view has become mandatory for UK banks and other deposit takers due to new rules introduced by the Financial Services Compensation Scheme.[10][11]

References

  1. ↑ http://www.experian.co.uk/assets/about-us/white-papers/single-customer-view-whitepaper.pdf
  2. ↑ http://www.marketingweek.co.uk/driving-value-from-the-single-customer-view/3015497.article
  3. ↑ http://www.portraitsoftware.com/blog/customer-interaction/value-single-customer-view-competitive-markets
  4. ↑ http://www.atominsight.com/about-us/blog/single-customer-view-essential
  5. ↑ http://econsultancy.com/uk/blog/9612-the-impact-of-a-single-customer-view-on-consumer-behaviour-infographic
  6. ↑ https://www.redant.com/gaining-the-single-customer-view-in-a-multi-channel-world/
  7. ↑ http://www.capgemini.com/technology-blog/2011/03/single-customer-view/
  8. ↑ http://www.fusionmarketingexperience.com/2012/05/customer-centricity-and-the-single-customer-view-challenges/
  9. ↑ http://www.atominsight.com/about-us/blog/single-customer-view-hard
  10. ↑ http://www.fscs.org.uk/industry/single-customer-view/index.html
  11. ↑ http://www.bankingtech.com/bankingtech/single-customer-view-keeping-one-eye-on-the-ball/20000186662.htm
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