How many businesses have a single customer view?
Chart of the Day: Is a 360 degree customer view a myth or a reality?
I have been involved in marketing since the mid 1990s and I was brought up by Martha Peppers and Don Rogers, authors of 1:1 marketing encouraging businesses to develop a single customer view. The nirvana of a single customer view for large organisations is that all employees from marketing and sales through to customer service can easily harness profile information about a customer and all their marketing communications interactions with a company plus their sales and service transactions.
Since that time we have had an explosion of channels, martech and data which has made the theory difficult to put into practice. So I found this insight from Blue Venn on marketers perception of the SCV interesting:
On the positive side it's good and actually surprising that the percentage of marketers who think a SCV is possible is sub 10% and nearly 20% claim to have a 360 degree customer view. However more than two thirds do not have a Single Customer View. The other insight on use of data to deliver real-time personalisation and optimisation are similar and show a similar picture.
- Source: Blue Venn Marketing Myths report
- Sample: 200 US and UK-based marketers
- Recommended Smart Insights resource: Multichannel Marketing Plan Quick Win template
Contributer : Smart Insights
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