A single customer view is a consolidated, consistent and holistic representation of the data known by an organization about its customers.
Many businesses are attempting a single customer view approach, in fact, according to a recent Experian Data Quality study, 68 percent of businesses are currently attempting to implement this type of strategy.
A single customer view can be challenging to achieve, as many organizations maintain several databases, which collect unique data and are used by different departments. This siloed approach to data leads to duplicate database records, inconsistent data entry methods and isolated customer interactions.
By achieving a consolidated customer view, organizations can achieve better consumer insight, enhanced staff efficiency and improved decision-making abilities.