What is a single customer view and why is it essential for your business?

Business success begins with understanding your customers. But how can brands truly understand each customer when data is fragmented across different channels? The answer lies in a concept called Single Customer View.

You’ve probably heard ‘single customer view’ thrown around. But what does it mean? And why is it so important? 

This article explores what a single customer view is, what benefits it brings, and why it’s essential for your brand. We'll also explain how to create a single view in your business.  

What is a single customer view? Single customer view example

A single customer view is a comprehensive, 360-degree profile of a customer that combines data from multiple channels and touchpoints. This includes purchase history, website behaviour, email interactions, social media engagement, and so much more. 

It’s like assembling a jigsaw puzzle, with each piece representing a different data source. When the puzzle is complete, it gives a clear picture of who the customer is, what they like, and how they behave. 

Why is a single customer view important for businesses? The benefits of a single customer view

A single customer view gives you all kinds of insights into customers’ buying patterns and preferences. You can then fine-tune your marketing campaigns to meet their specific needs, increasing your chance of success. 
 

You can also identify key trends and opportunities. For example, which products or services are most popular, which marketing channels are most effective, and which customers are most valuable to your business.

But the most compelling reason why brands need a single customer view is that it enables personalised customer experiences. With a comprehensive view of each customer, brands are able to offer bespoke products, services, and experiences. This not only fosters customer loyalty, but also leads to increased sales and revenue.

Examples and benefits of a single customer view in business

Here are some more specific examples of how businesses across different industries can make use of the single customer view to grow their business: 
 

🛒 E-commerce:
 

• An online business can use a single customer view to monitor customer behaviours, such as browsing history, search queries and purchase patterns. After analysing this data, the business can make more accurate product recommendations and create targeted promotions. Besides generating more sales, this also helps build better relationships by enhancing the customer experience.

🏨 Hospitality:
 

• A hotel chain that has a holistic view of guest preferences - such as preferred room types, dining choices and desired amenities - has more opportunities to upsell. By targeting upsell strategies to the individual, guest satisfaction can be enhanced as well as higher revenue. 

🚗 Automotive:
 

• Car dealerships can use a single customer view to track customer interactions across various touchpoints, like website visits, test drives and inquiries. The dealership can consolidate this data to gain insights into the customer’s specific preferences. Armed with this knowledge, sales teams can deliver personalised vehicle recommendations and financing options, based on desired features and budget constraints of the individual, thereby improving the chances of closing a sale.