Single Customer View (SCV) is a concept in marketing and customer relationship management (CRM) that involves consolidating all available data about a customer into a single, unified profile. The purpose of SCV is to create a complete and accurate picture of a customer’s interactions with a business across all channels, such as online, offline, social media, email, and mobile.
An SCV allows businesses to:
- Gain a 360-degree view of customers: An SCV provides a complete and accurate view of a customer’s interactions with a business, enabling better insights and decision-making.
- Improve customer experience: With a complete view of a customer’s interactions, businesses can provide personalized and relevant experiences across all touchpoints, improving customer satisfaction and loyalty.
- Increase sales and revenue: An SCV can help businesses identify opportunities for cross-selling, upselling, and targeting customers with relevant offers and promotions, increasing sales and revenue.
- Enhance marketing effectiveness: An SCV can help businesses segment customers based on behavior and preferences, enabling more targeted and effective marketing campaigns.
Creating an SCV requires collecting and integrating data from various sources, such as CRM systems, website analytics, customer service interactions, and social media. This can be achieved through data integration tools, such as data management platforms (DMPs), customer data platforms (CDPs), and marketing automation software.
An SCV is an ongoing process, as customer data changes and new sources of data become available. However, with an SCV in place, businesses can better understand their customers and provide more personalized and relevant experiences, improving customer satisfaction and driving business growth.