The term “single customer view” refers to a holistic, 360-degree view of the customer that results from the collection and normalisation of data from multiple sources and channels.
As can be easily guessed, the single customer view is the foundation of any effective omnichannel customer experience personalisation strategy.
The data we can use for creating a complete, 360-degree customer view are:
- biographical data;
- behavioural data;
- transactional data;
- privacy data.
The advantages of having such detailed and information-rich user master records are numerous and basically traceable to the possibility of deploying effective advanced profiling and segmentation strategies of one’s audience, the basis for enhancing and personalising the customer experience of one’s users at every stage of their customer journey, online and offline.
The possibility of creating single customer views for one’s users is constrained to the use of high-performance technological solutions that allow precisely to aggregate and save data from multiple sources at the single user level. This is precisely the case with customer data platforms that, in addition to collecting and normalising data from multiple online and offline channels, allow for real-time updating that translates precisely into the possibility of deploying effective personalisation activities.
