Why you need a single customer view

A single customer/citizen view (SCV) offers organisations an accurate and holistic view of its customers across different channels and lines of business. It can be achieved through the consolidation of customer data.

Achieving an SCV helps organisations avoid risk and reap many benefits, such as:

• the delivery of targeted marketing campaigns
• decreased costs from not sending customers multiple copies of the same communication
• increased ROI
• the identification of up-sell and cross-sell opportunities with customers
• finding prospects through better understanding of customers
• increased customer perception and loyalty
• ability to carry out intelligent database analysis and make valid recommendations
• better employee productivity

Achieving an SCV, however, can be difficult. Many companies are extremely good at gathering customer data. But all too often, they don't consolidate or integrate this information. Instead, the data resides in multiple systems, or "silos," managed by multiple departments or lines of business, in multiple geographic locations. The data is never cross-referenced or updated in any consistent way. As a result, while a single customer view is highly desirable, these companies do not, and indeed cannot, create one. As the analyst, Gartner notes:

"Organisations typically have customer data spread across many systems. It is fragmented and often inconsistent. This makes it difficult for organisations to understand the true value of customers, their likely behaviour, their needs, and also the risks associated with them. Without a single view of those customers, organisations are in the dark and cannot effectively retain customers, cross-sell to them, deliver the right customer experience to them, or manage the risk associated with them. Some form of single customer view is, therefore, fundamental to managing customer relationships."

Gartner, "Creating the Single Customer View with Customer Data Integration," by John Radcliffe

So, how can Experian QAS help you achieve a single customer view?

Delivering a single customer view solution can be a complex project. No two organisations operate with the same processes or objectives. However, Experian QAS's Professional Service consultants will work with you to understand your individual requirements to deliver a tailored solution that's right for you.

Customer engagement health checks: Our consultants will undertake a data audit, resulting in a detailed overview of the quality of your data, including completeness, accuracy, and recommendations for improvements.

Data services: Our consultants can provide specific data services, ranging from cleaning and standardising to data suppression and deduplication.

Integrated solutions: Large projects include a 'scoping workshop'. This allows our consultants to work with you to analyse and determine your requirements, so that they can provide a detailed breakdown of the recommended steps needed to deliver a bespoke SCV solution.

If you work in the Public Sector

Achieving a single citizen view is also imperative. Local and central government organisations often hold multiple records for the same citizen, as a result of the multiple touch points that many citizen-facing organisations have. Inaccurate data within government bodies has far reaching implications. Unnecessary duplicate data entry can lead to inefficiencies and inconsistencies in data handling and processes can also cause a negative perception of government organisations and their relationship with citizens. They also put the organisation at the risk of being non-compliant with data legislation.

No matter what organisation you work for, or which industry you work in, a single view of your customers or citizens will enable you to improve the way you manage your customer relationships, reduce inefficiencies, and increase sales and profitability.

To find out more, download the resources below, or get in touch if you'd like to speak to someone about how Experian QAS can help your organisation achieve a single customer view.