An effective SCV is a readily accessible summary of a customer relationship across different products, brands, businesses and channels which enables personalised multi-channel engagement. Central to an SCV is capturing and maintaining high quality data, and effectively managing this data from disparate sources. This white paper is based on research into attitudes and actions towards SCV from both organisations and consumers. It explores trends and looks at:
- What an SCV can achieve and the costs of failing to implement one
- How an organisation can focus resources towards creating a business plan that achieves and SCV
- How organisations can build a culture that continually fosters an SCV
