{"id":11295,"date":"2022-08-31T05:40:06","date_gmt":"2022-08-31T12:40:06","guid":{"rendered":"https:\/\/mapp.com\/?p=11295"},"modified":"2023-09-27T10:13:36","modified_gmt":"2023-09-27T10:13:36","slug":"how-to-build-a-single-customer-view-to-improve-your-cx","status":"publish","type":"post","link":"https:\/\/mapp.com\/blog\/how-to-build-a-single-customer-view-to-improve-your-cx\/","title":{"rendered":"How to Build a Single Customer View to Improve Your CX"},"content":{"rendered":"

Marketers understand just how important it is to deliver a personalized and relevant customer experience. <\/span>Last year, 36% of eCommerce businesses wanted to implement personalized experiences.<\/a> Yet businesses still lack the ability to make use of personalization across their marketing channels. But how can you do this accurately to target consumers with the right content, on the right channel, at the right time, if you\u2019re working with siloed customer data? A single customer view is essential.<\/p>\n

Lacking a comprehensive approach to collecting and consolidating data can have you falling at the first hurdle of a positive customer experience.<\/b> This causes low customer engagement, fewer sales, and low customer loyalty.\u00a0<\/span><\/p>\n

Having a single customer view (SCV) is essential for getting a single source of truth about your customer and their journey. By combining your offline and online customer data, it enables personalized marketing that\u2019s consistent across all relevant channels that your customers interact with.\u00a0<\/span><\/p>\n

But you need to understand what the criteria is for a truly unified SCV and how to build it correctly to power your marketing.\u00a0<\/span><\/p>\n

What is a single view of a customer?<\/span><\/h2>\n

A single customer view (SCV) is a valuable marketing tool that combines and structures all the data a company has about an individual in one place. It\u2019s also referred to as a 360-degree customer view or a unified customer profile. Customer Data Platforms (CDPs) are usually used by marketers to create these (we\u2019ll cover how a little later).\u00a0<\/span><\/p>\n

What is the problem?<\/span><\/h2>\n

If you don\u2019t prioritize understanding your customers, they\u2019re unlikely to prioritize you. Marketers should aim for an omnichannel, customer-centric approach to personalize communications. To achieve this, you need to really know your customers first – and some marketers think they\u2019re achieving this. <\/span>But are you capturing and combining all your data and structuring it in the digestible way?<\/b><\/p>\n

Relying on easy-to-reach online data isn\u2019t enough: is it key to identify your data points online and offline and unify them into one place.\u00a0<\/span><\/p>\n

There are two key mistakes that cause ineffective profiles:<\/b><\/p>\n

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  1. You\u2019re not capturing enough data to build an effective single customer view (SCV).\u00a0<\/span><\/li>\n
  2. You\u2019re failing to combine your online and offline data because you\u2019re unsure of what is and isn\u2019t available to you. It\u2019s often siloed in separate databases, which is a common problem for legacy systems. Having the incorrect or limited tools in your MarTech stack can have a big effect here as it impacts just how you can use your data.\u00a0<\/span><\/li>\n<\/ol>\n

    Whichever your situation, the result is the same – you produce fragmented SCVs based on incomplete data consolidation.\u00a0<\/span><\/p>\n

    If you feel like you\u2019re probably not getting all the analytics you need right now, don\u2019t worry! <\/span>Once you use the below methods to create a comprehensive single customer view, you can start to deliver hyper-personalized communications, create data-backed objectives, and drive revenue.\u00a0<\/b><\/p>\n

    How do you build a Single Customer View?<\/span><\/h2>\n

    1. Map out the customer journey and understand what data you have<\/span><\/h3>\n

    To build a single customer view that works, the best approach is to identify what analytics you need from every part of the end-to-end customer journey. <\/b>Think about:\u00a0<\/span><\/p>\n