Single View of Customer

A single view of customer can increase leads taken to the next stage by 12.5%¹.

A Single View of Customer (SVC) provides a unified view of integrated client data distributed across multiple computing resources. In essence SVC is the hub of client intelligence.

Leveraging customer data supports client retention, up selling, cross selling and ultimately profit margins and revenue growth. To support this, a recent study revealed companies that actively manage client data are 7 times more likely to report rises in revenue and 3 times more likely to improve customer service related metrics than other organizations².

The creation of an accurate, timely and rich single view of the customer across channels and lines of business will be a key enabler in reducing costs, managing risk and increasing revenue and profitability in customer-centric organizations³.

However it is important to note that the true benefits of a SVC application are only fully realized when implemented together with a data quality management program.

For companies who grow through mergers and acquisitions, competing formats and standards mean a mounting collection of diverse databases residing on various non-integrated legacy systems. Human intervention without any quality controls gives rise to further format variations, typographical errors and incomplete details. During data migration projects certain technologies can automatically change the data structure into an invalid or unexpected format.

In addition high customer mobility leads to customer details quickly becoming obsolete. According to PricewaterhouseCoopers client data degrades at a rate of 2% per month. With this in mind a data quality management program must go ‘hand in hand’ with an SVC application.

The SVC application empowers users to access reliable data without forcing every department and business unit to implement similar processes. To create a single view of the customer, Datactics deploys a proven methodology which incorporates the following processes:

• Analyze (search, validate, sample and sort)
• Re-engineer (clean, extract, unite and insert)
• Match (deduplication and merge)

Datactics Product Suite can be deployed as a service using the principles of SOA. (SOA is an architectural approach that enables IT to integrate and manage data across multiple systems.)

Deploying an SOA approach is beneficial in achieving a single customer view – helping maximize the effectiveness of existing IT infrastructures and paving the way for a truly customer centric organization.

If the Single View of the Customer is of interest to you please look at the following Case Studies which highlight the real results achieved by organizations who achieved this using Datactics –

• The Bank of Ireland offers a broad range of services to its customers.  It had a need to create a ‘single view of customer’ by combining data from many internal systems.  Using Datactics they cleansed the data, removing inaccuracies and duplications and created a ‘golden record’ for each customer.
•  Increased Response is a database marketing consultancy that had over 200 million records, merged from 5 different sources.  Datactics imported, enhanced and de-duplicated the consumer data finding that 53% of all records had some form of duplication or inaccuracy
• Snow and Rock are the leading specialist winter sports and outdoor retailer in the UK.  They combine shops and catalog sales.  Datactics cleansed, standardized, matched and enriched the name and address database. Records were matched and merged to provide the ‘golden record’.

¹  SiriusDecision

²  Aberdeen Group

³  Gartner