A Single Customer View (SCV) is where all the data you hold about each of your customers is stored and consolidated into one single, easy to read, record in your database.
This is becoming more of a challenge with organisations often holding multiple records for one same contact due to the multiple touch points that the average customer faces when dealing with an organisation. Online forms, face to face discussions and call centres all collect data that needs to be kept clean of duplicate records to maintain the SCV
With the proliferation of data continuing, there are several benefits to being able to see every touchpoint each of your customers has had with your business:
When creating a data quality focused SCV, the following 4 phases are important to go through:
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