{"id":262918,"date":"2022-02-10T10:48:00","date_gmt":"2022-02-10T09:48:00","guid":{"rendered":"https:\/\/spotler.com\/?post_type=blog&p=262918"},"modified":"2026-11-04T12:19:49","modified_gmt":"2026-11-04T11:19:49","slug":"the-best-view-of-all-five-reasons-why-a-single-customer-view-is-a-total-no-brainer","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-gb\/blog\/the-best-view-of-all-five-reasons-why-a-single-customer-view-is-a-total-no-brainer","title":{"rendered":"The best view of all: five reasons why a Single Customer View is a total no-brainer"},"content":{"rendered":"

Whether you\u2019re working from home or you\u2019re back in the office, most of us don\u2019t have the best views from our office. Even if the marketing team gets a window, it\u2019s normally by the bins or the car park.<\/strong><\/p>\n

We can\u2019t do much to fix that, but in truth there\u2019s only one view that marketers really need: the all-important Single Customer View.   <\/p>\n

Any effective marketing strategy needs to be built around an understanding of the customer. If you don\u2019t know much about who you\u2019re talking to, your communications are likely to be either irrelevant (bad) or annoying (worse).   <\/p>\n

In fact, if you don\u2019t have a Single Customer View (SCV), even the best marketing strategy will only take you so far. A SCV is crucial for marketers to understand their customers and come up with ways to engage them effectively with personalised communications and a frictionless customer experience.   <\/p>\n

Let\u2019s take a look at what\u2019s so impressive about a SCV, and what it could do for your brand:<\/p>\n

1. Accuracy<\/h2>\n

We\u2019re normally all about simplicity, but this is one area where a little complexity pays off.   <\/p>\n

We like to help link a vast amount of sources together such as CRM, store data, channel engagement, mobile device data and website behavioural data.   <\/p>\n

This means you can be confident that you\u2019ve built a complete and accurate picture of your customer – which continues to update with new information.   <\/p>\n

But the combining only takes you so far and our customer identification technology accurately matches all data points together against individual customers. Compare that to traditional marketing databases which only use a limited number of identifiers, which can only build a rough approximation of a customer.<\/p>\n

2. Intent<\/h2>\n

Now you\u2019ve got all your data in one place, you can start to understand your customer – such as what they like and what they dislike.   <\/p>\n

This behavioural data is invaluable because if you also overlay that with AI and machine learning, it\u2019s possible to accurately predict customer next actions and have the perfect campaign ready to encourage that likely action.   <\/p>\n

In practical terms, this means it’s easier to identify customers who have the potential to lapse as an example, so you can bring them back before they drop out your customer lifecycle. It can also help you identify and guide specific customers who are most likely to become loyal VIP customers.<\/p>\n

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3. Actionable<\/h2>\n

Without a decent SCV, chances are your customer data sits on spreadsheets. Or worse, it sits on multiple spreadsheets from multiple sources.   <\/p>\n

A comprehensive SCV means you\u2019ve got all the data in one place. It\u2019s immediately actionable for use to trigger segments or inform personalised campaigns.   <\/p>\n

For example, if you know a retail customer always chooses the \u2018click and collect\u2019 option, they can be sent content geared around making the collection experience completely frictionless by removing non-relevant content for other delivery methods.<\/p>\n

4. Personalisation<\/h2>\n

Customers now (quite rightly) expect highly personalised messages from retailers. It\u2019s the most obvious way for a brand to demonstrate in a practical way how much they value their customers.   <\/p>\n

No matter where they are on the lifecycle – personalised comms, triggered by a customer\u2019s behaviour, are vital to encourage repeat purchases. They can even rescue a lapsed customer.   <\/p>\n

What makes all this possible? You guessed it – it\u2019s that Single Customer View. Full personalisation is only possible when you\u2019ve got an up-to-date, 360 degree view of your customer.<\/p>\n

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5. Engagement<\/h2>\n

Increased engagement is the first signal from your customers that your personalised comms are working. And it\u2019s all thanks to the fact you\u2019re working with accurate and actionable relevant data which allows you to:<\/p>\n

    \n
  • Build personalised comms which drive engagement<\/li>\n
  • Convert prospects into customers<\/li>\n
  • Restore lapsed customers<\/li>\n
  • Build and nurture those worth-their-weight-in-gold customer relationships<\/li>\n
  • And much more<\/li>\n<\/ul>\n

      All this is down to your new best friend: the Single Customer View. How did you ever manage without it?  <\/p>\n

    \n","protected":false},"excerpt":{"rendered":"

    Any effective marketing strategy needs to be built around an understanding of the customer and that comes from a Single Customer View (SCV) <\/p>\n","protected":false},"author":86,"featured_media":265290,"template":"","cat_product":[3133],"cat_industry":[1462],"cat_topic":[1233],"class_list":["post-262918","blog","type-blog","status-publish","has-post-thumbnail","hentry","cat_product-spotler-activate","cat_industry-b2c-en-gb","cat_topic-cdp-en-gb"],"acf":[],"_links":{"self":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/262918","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/users\/86"}],"version-history":[{"count":2,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/262918\/revisions"}],"predecessor-version":[{"id":265314,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/262918\/revisions\/265314"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media\/265290"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media?parent=262918"}],"wp:term":[{"taxonomy":"cat_product","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_product?post=262918"},{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_industry?post=262918"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_topic?post=262918"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}