Single Customer View

Why is the single customer view so important?

Single customer view : fact or fiction?

Linking disparate databases, cross-matching and de-duplicating data to
produce a single view of corporate data has immense benefit in terms of
corporate transparency and accountability, through elimination of data input
errors to create the single customer view, which in turn provides:

• Increased operational efficiency
• Accurate information in context of need
• Improved brand image
• Increased visibility improves supply chain performance
• Improved compliance with service level agreements
• Improved co-ordination across revenue channels
• Improved up sell-and cross-sell opportunities
• Reduced inventory stock-outs and improved product mix
• Compliance with legislation

Identify - get out of denial
Own up to the fact there is a data health problem and get executive buy in;
data quality is a business problem not exclusively a Marketing or IT problem.
Assess where the greatest damage is being done, identify where fixing the
problems will generate the greatest return and look at what can be achieved
tactically within each data silo to improve data health.

Formulate a data quality strategy that concentrates on the critical elements of
objectives, context, ownership, etc., through to data cleansing and monitoring
for long-term maintenance.

Correct -
“An error detected during the project testing phase can cost up to one hundred
times more to correct than the same error found during the design phase” - The
Quality Assurance Institute.

Invest in intelligent and future-proof data quality improvement tools which
address integration with fast, easy implementation and salability to help solve
the critical problems identified, e.g.