{"id":14758,"date":"2022-02-18T15:05:56","date_gmt":"2022-02-18T15:05:56","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/18\/single-customer-view-what-it-is-and-why-you-need-it\/"},"modified":"2022-02-18T15:05:56","modified_gmt":"2022-02-18T15:05:56","slug":"single-customer-view-what-it-is-and-why-you-need-it","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/18\/single-customer-view-what-it-is-and-why-you-need-it\/","title":{"rendered":"Single Customer View: What it is and why you need it"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<h2><span style=\"font-weight: 900;\">What is a Single Customer View or SCV?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Single customer view (SCV), also called a unified customer view, is the process of presenting a single, accurate record for each customer. SCVs allow cross-functional teams and organizations to use aggregated data to drive higher value business outcomes and provide high-quality customer experiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Single customer views are imperative for organizations looking to maintain a competitive edge and provide superior customer experiences. In many organizations today, customer data is stored across several different platforms, accessible by individual teams and access is limited or non-existent for many others. This decentralization and inaccessibility leads to missed opportunities, poor customer satisfaction, and lower value business outcomes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A 360-degree unified customer view often includes the following data:\u00a0\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">CRM and customer data<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Behavioral data<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marketing channel interactions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sales representatives\u2019 interactions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Support tickets<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Project status<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Next, we\u2019ll discuss what types of data you\u2019ll want in your single customer view, and the six core benefits you\u2019ll experience once you put yours in place.<\/span><\/p>\n<h2><span style=\"font-weight: 900;\">What types of data should be in your SCV?<\/span><\/h2>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-6674 size-full\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery_people-in-meeting.jpg\" alt=\"\" width=\"1200\" height=\"600\" data-srcset=\"https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery_people-in-meeting.jpg 1200w, https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery_people-in-meeting-300x150.jpg 300w, https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery_people-in-meeting-1024x512.jpg 1024w, https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery_people-in-meeting-768x384.jpg 768w\" data-sizes=\"auto, (max-width: 1200px) 100vw, 1200px\"\/><\/p>\n<p><span style=\"font-weight: 400;\">The single customer view is crucial for business success. Data can no longer be stored piecemeal in one platform or another and isolated from the rest of the organization. Instead, data must be shared and instantly accessible across your organization. Single customer views allow you to make critical business decisions with a full picture. The types of data that make the biggest impact are listed below.<\/span><\/p>\n<h3><span style=\"font-weight: 900;\">Behavioral Data\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Single customer views aggregate a customer\u2019s behavioral data, including website interactions, form submissions, and time on site data (among many other metrics) to allow marketers to make split-second decisions on their audiences\u2019 preferences and buyer\u2019s journey. This data is typically isolated to marketing. With a SCV, sales reps benefit when they know what content piece or pages a prospective customer viewed that prompted them to talk to sales.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 900;\">Sales Representatives\u2019 Interactions<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">SCVs include the most important driver of revenue in a business: sales representatives\u2019 interactions. Pre-sales follow-up and high-quality interactions with customers (driven by background information and superior customer intelligence) are some of the major reasons customers choose one brand over another.\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While most organizations believe they win or lose on price, <\/span><a href=\"https:\/\/doublecheckresearch.com\/news\/win-loss-price-reasons\"><span style=\"font-weight: 400;\">it\u2019s often service that is the bigger factor<\/span><\/a><span style=\"font-weight: 400;\">, according to recent research from DoubleCheck. In one of DoubleCheck\u2019s recent new win\/loss program client onboarding sessions with a midsize enterprise software vendor, the CMO stated, \u201cWe felt like the pre-sales support we received wasn\u2019t great, so we didn\u2019t think the solution was worth the extra price.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Flaws in pre-sales support can be a major reason C-suite execs or Product Managers often pass on one particular solution in favor of another. SCVs expose this interaction data to your entire organization to create a complete picture of how all teams share in the sales process. For instance, marketing and customer service can get better insight into the sales process when they see phone call frequency\/notes, email chains, or in-person interactions (events or quick meetings) that the sales team conducts. Perhaps a customer success rep can better serve a client with a support question if he or she knows that the client is in talks with a sales rep about upselling to the next level of service on your platform.<\/span><\/p>\n<h3><span style=\"font-weight: 900;\">Customer Service Representatives Interactions<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><a href=\"https:\/\/www.insightly.com\/service\/\"><span style=\"font-weight: 400;\">support tickets<\/span><\/a><span style=\"font-weight: 400;\"> that customers submit give insight into how they are using your product or service.\u00a0 Your technical support team can field hundreds of support tickets per day. Having customer service interaction data at the ready for all teams helps improve understanding across the organization when all teams can see the most common concerns coming in.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if a sales team member is on an upsell call with a customer, it\u2019s helpful for that person to know that the client has three open support tickets. Engineering may be interested in seeing what\u2019s causing concern within the user base in real time. Marketing, the team most likely to be monitoring social channels, can benefit from knowing if there are issues with a feature that may come up in social posts.<\/span><\/p>\n<h3><span style=\"font-weight: 900;\">Marketing Channel Interactions<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The number of MarTech applications has risen astronomically in recent years. Chances are, your marketing team has a sizable MarTech stack with tons of valuable information on various platforms.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Single customer views allow your organization to consolidate fragmented marketing channel interactions into actionable data. It is essential for marketers to clearly understand what is happening across social platforms, SEO tools, ad platforms, SMS tools, marketing automation platforms, and more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With single customer views, marketers in your organization will no longer be required to waste time and effort logging into multiple platforms to monitor campaign data and conversions. SCVs simplify the work for data analysts by providing a holistic, easy-to-customize view of a customer\u2019s journey across channels, providing a window into the customer\u2019s behavior \u2013 tracking their journey from search, to clicks, and ultimately helping you better understand how, when, and why they purchase your product. Better yet, this data is shared across teams like sales and customer success for better communication.<\/span><\/p>\n<h2><span style=\"font-weight: 900;\">6 Single Customer View Benefits<\/span><\/h2>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-6675 size-full\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery_people-walking.jpg\" alt=\"\" width=\"1200\" height=\"600\" data-srcset=\"https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery_people-walking.jpg 1200w, https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery_people-walking-300x150.jpg 300w, https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery_people-walking-1024x512.jpg 1024w, https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery_people-walking-768x384.jpg 768w\" data-sizes=\"auto, (max-width: 1200px) 100vw, 1200px\"\/><\/p>\n<h3><span style=\"font-weight: 900;\">1. No more data duplication<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">SCVs eliminate the widespread issue of data duplication across your organization. When data is duplicated, there is a strong likelihood of errors.<\/span><\/p>\n<h3><span style=\"font-weight: 900;\">2. A better understanding of every single customer<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">SCVs combine all of the random decentralized fragments of data collected across your organization and then build a true roadmap that clearly presents a holistic view of how your customers interact with your brand, make purchases, and interact with your customer service teams. SCVs allow you to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Instantly view each customer interaction and get up to speed on ticket statuses to avoid going into a conversation unprepared or ill-informed.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Avoid the frustration of working in standalone service applications.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Access multiple data points in a single platform \u2013 communicate faster, deliver better experiences, and resolve customer issues faster.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 900;\">3. Improved personalization opportunities<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A <\/span><a href=\"https:\/\/www.insightly.com\/crm\/\"><span style=\"font-weight: 400;\">360-degree view<\/span><\/a><span style=\"font-weight: 400;\"> allows customer service agents and marketers the ability to custom-tailor solutions and interactions as they track each and every touchpoint your customer has with your brand.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understanding your customer\u2019s behaviors allows your organization to build 1:1 relationships and rich, personalized experiences.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improved personalization increases brand credibility and enhanced authenticity.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Better customer experience and more opportunities for customer engagement result from a deeper understanding of customer intent.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 900;\">4. More efficient marketing campaigns<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">SCVs allow your team to improve targeting and reach customers at their decision point rather than dragging out marketing campaigns due to poor understanding of each segment\u2019s customer journey.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Single customer views ensure better audience segmentation and improve campaign performance.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Enriched data allows you to improve your ad spend and laser-target your marketing messages to ensure they reach the right audience at the right time.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 900;\">5. Faster customer service inquiry resolutions<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A 360-view of each customer enables you to empower your teams to quickly solve customer challenges.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mission-critical customer data is available to all your teams, in real time, empowering them to have more relevant conversations that drive customer satisfaction and success.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your team can close tickets and share information across your organization faster than ever.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understanding churn rates and churn risk tells you where and when to intervene, re-engaging customers throughout the renewal cycle.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 900;\">6. A better user experience<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Rich user experiences increase the likelihood of future purchases and ensure customer delight across all segments. Delivering world-class experiences will set you apart, drive growth, and improve your brand\u2019s positioning as a leader in your industry.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 900;\">Get a 360 degree Unified Customer View in a Unified CRM<\/span><\/h2>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-6676 size-full\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery-t360-view.jpg\" alt=\"\" width=\"1200\" height=\"600\" data-srcset=\"https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery-t360-view.jpg 1200w, https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery-t360-view-300x150.jpg 300w, https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery-t360-view-1024x512.jpg 1024w, https:\/\/www.insightly.com\/wp-content\/uploads\/2022\/02\/Inset_imagery-t360-view-768x384.jpg 768w\" data-sizes=\"auto, (max-width: 1200px) 100vw, 1200px\"\/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your SCV can be a reality; choosing the right CRM is a first step. Insightly\u2019s Account Plan feature is a great way to set the vision for your SCV. If you\u2019re ready to <\/span><a href=\"https:\/\/www.insightly.com\/crm\/\"><span style=\"font-weight: 400;\">choose your first CRM switch from your current platform<\/span><\/a><span style=\"font-weight: 400;\">, it\u2019s time to check out Insightly, a unified CRM that combines sales, <\/span><a href=\"https:\/\/www.insightly.com\/marketing\/\"><span style=\"font-weight: 400;\">marketing<\/span><\/a><span style=\"font-weight: 400;\">, project management, and <\/span><a href=\"https:\/\/www.insightly.com\/service\/\"><span style=\"font-weight: 400;\">service<\/span><\/a><span style=\"font-weight: 400;\"> into one platform to unify your teams. Plus, with Insightly AppConnect, you can <\/span><a href=\"https:\/\/www.insightly.com\/appconnect\/\"><span style=\"font-weight: 400;\">build low-code or no-code integrations to connect Insightly<\/span><\/a><span style=\"font-weight: 400;\"> with all of the other tools you use throughout your organization.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Know your customers. Build stronger relationships and unify your fractured data with Insightly\u2019s unified CRM. <\/span><a href=\"https:\/\/pages.insightly.services\/DemoRequestCRM\"><span style=\"font-weight: 400;\">Schedule a free needs <\/span><span style=\"font-weight: 400;\">assessment<\/span><\/a><span style=\"font-weight: 400;\"> and a demo today.<\/span><\/p>\n<p>\u00a0<\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.insightly.com\/blog\/single-customer-view-what-it-is-and-why-you-need-it\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is a Single Customer View or SCV? Single customer view (SCV), also called a unified customer view, is the process of presenting a single,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":14759,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-14758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Single Customer View: What it is and why you need it - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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