Single viewof the customerMichael Grange @mdgrange

Terminology

Single View of the Customer

=Single Customer View (SCV)

Some context

GetMoreEngagement.com 2013 67% of online shoppers have made purchases in the past 6

months that have involved multiple channels. 47% expect to be able to return purchases through a different

channel than the purchase channel.

AMEX Global Customer Service Barometer 2012 26% of consumers have experienced being transferred from

agent to agent without any resolution of their problem.

Synthetix 2012 90% of consumers expect to receive a consistent experience

over multiple customer contact channels. 65% of consumers have received inconsistent information

when contacting brands via multiple channels.

What is the SCV?

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect

of the customer experience a little bit better.”Jeff Bezos, Founder and CEO of Amazon, Inc.

What is the SCV?

Source: http://home.alchemetrics.co.uk/our-products/informa-single-customer-view/

What is the SCV?

Source: https://econsultancy.com/blog/62182-the-single-customer-view-is-dead-long-live-the-single-individual-view

It’s all about the brand!

“Nothing devalues trust in a brand like a broken promise.”SCV report from Red Ant, 2014

It’s all about the brand!

The ‘social contract’ between the brand and consumer is stronger than ever.

“Customers are rarely shy about advertising when they have been let down, especially those that have taken the trouble to engage.”

Red Ant, 2014

It’s all about the brand!

Source: A new breed of brand advocates Social networking redefines consumer Engagement, Deloitte 2010

It’s all about the brand!

Source: Gaining the single customer view in a multi-channel World, Red Ant 2014

It’s all about the brand!

“SCV business benefits- Improved customer engagement- Ability to make optimum strategic decision making- Achieve operational efficiencies”

Experian - Data Quality Services

Well, I say it’s all about the brand……

It’s all about the CX!

“Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do

business with you.” Chip Bell

“The goal as a company is to have customer service that is not just the best but legendary.”

Sam Walton, Founder of Walmart

It’s all about the CX!

Good customer service for each channel is no longer good enough!

Cross channel is the target, and the feedback isn’t so good…!

Synthetix 2012 90% of consumers expect to receive a consistent

experience over multiple customer contact channels. 65% of consumers have received inconsistent

information when contacting brands via multiple channels.

It’s all about the CX!

Personalise communications, offers and customer experience, and increase brand loyalty – across the channels!

“It costs 5 to 10 times as much to win a new customer as it does to keep a customer, and a 5% increase in customer loyalty can translate into a 75% increase in profitability.”The Loyalty Effect, Fred Reichheld 1996

One approach…

“Do what you do so well that they will want to see it again, and bring their

friends.”Walt Disney

One approach…

Seamless customer experience, regardless of the chosen channel:1. Connected identities2. Single system across the channels3. Multiple touch-points for brand

engagement

Target: multiple channels of service multi-channel service

One approach…

More efficient operation Single knowledge base and customer service tool Efficiencies of scale with a multi-skilled workforce

Improved customer insight & personalisation Personalised experience for customers Targeted marketing & loyalty programmes

Improved customer satisfaction Higher customer retention Customer advocacy in a social world

…and the verdict is?

…and the verdict is?

HUGE amounts of data to sort through! Rationalisation of the data warehouse Cost vs. Benefit data analysis Location & well-being?

There’s “identity” and there’s “identity”…!

Re-architecting the data Dynamic vs. Static

▪ Customers evolve – habits change Service Orientated Architecture

▪ In-house & 3rd party

Any questions?

@mdgrange

“Having a Single View of Customer data, is not the same as having a Single

Customer View.”Michael Grange