Single Customer View fosters Superior Customer Experiences
Published by: Pritee Verma
As per the ‘State of Customer Experience in 2018’ survey, one of the biggest roadblocks to delivering exceptional customer experience is dealing with customer data. Around one in three respondents highlight a lack of single customer view and real-time customer insights as something holding them back from CX optimisation, making it the most frequently experienced customer experience challenge.
Moreover, As per a Harvard Business Review Analytic Services study of more than 400 customer experience executives, one of the top challenges of customer experience management is achieving a single customer view.
Single customer view that provides a holistic, updated and consistent information about customers is pivotal to providing superior customer experience. A better customer experience fosters customer retention and loyalty.
As an organisation grows, grows the number of departments, teams and its internal and external systems. Each team has different processes and KPIs. With increased number of processes and systems, the complexity and representation of data in each system increases. As a result we have fragmented sets of customer and related data residing in systems that never talk to each other.
Unfortunately, this holds an organisation back from achieving its full potential in terms of customer acquisition and retention. Connected Sales, Marketing and Service departments have far more productivity and efficiency compared to their siloed counterparts.“Companies with strong marketing and sales alignment get 20% annual revenue growth!” – HubSpot
From a customer point of view, when Sales, Marketing and Service reps speak the same language, are aware of the latest purchases, complaints and when was the customer last contacted, gives a feeling that they are taking to one person – a brand, and not to a company where no one’s aware what’s going on.
An updated, consistent, and holistic customer database that provides a single customer view, a 360 information about customer and prospects helps address such challenges and sets the organisation for victory.