Single Customer View

Use insights that connectivity provides and get to know your customer

In any customer oriented business, knowing everything about your customer is key. Any marketing activity begins by defining a “persona” – a client or client group(s) that your business is serving. Very often, this is based on “guesswork”, but it doesn’t need to be. Ricston, through its experience and insight can help you connect your business applications to provide seamless view of your customers throughout their journey, helping you gain better insight and consistency of data at all times.

Single customer view

Single Customer View (SCV, 360° customer view, integrated customer view) is a concept enabled by software integration technologies that ensures the collection of all customer data throughout the sales cycle and that it is made available at a glance.

A typical customer journey is starting with an advertising or marketing channel (e.g. Google adwords, Adroll, Mailchimp, Marketo) – at this stage a company would have targeting data and analytics.

A purchase is then made via an e-Commerce platform (such as Shopify, Magento, Amazon), or other sales channel – whether in-store or via tablet, desktop or kiosk. At this stage, information about purchased products/services is added and customer’s details are recorded in a CRM system (like Salesforce, Hubspot, Oracle Siebel, Microsoft Dynamics).

To fulfill the order, internal ERP software (e.g. Netsuite, Oracle, Workday) is used, whether for orders and stock management, discounts, delivery or forecasting. At this stage, unless the CRM is connected with the ERP, information about the customer has to be duplicated in the ERP.

Check out Online Fashion Store Use – Case “Netsuite and Magento integration for Sales Synchronisation”

During the final stage – invoices and payments must be processed via the company’s accounting and invoicing system (SAP, Ariba, Coupa, Paypal), whereas customers information needs to be processed once again. Here, the system would also require and record bank details, credit card details etc.

Apart from the systems mentioned above, companies use loyalty and discount cards systems, collect data from social media, location data, purchase and preference history and more.

Insights

Companies end up by owning large (huge even) quantities of discrete data about their customers, locked away in silos of diverse IT systems without any means to ensure consistency. When properly aggregated and analysed, this data can be put to good use. Add a predictive analytics tool to the mix, and it will tell you what your customers want before even they know it.

Unlocking data silos and ensuring that data is moving between various applications and systems is one of the goals of software integration, but not the only one. Apart from providing access to a Single Customer View, integration also drastically increases the efficiency of your business.

Read more about Software integration – Enterprise Service Bus and API-led Connectivity

Efficiency

When all systems are seamlessly connected and “talking” to each other – repetitive and manual work is instantly reduced. An API-led connectivity approach also reduces the burden on IT departments as changes in custom applications, development of new ones, changes of vendors, or adding new systems to the mix – require much less effort and can be done more efficiently.

Furthermore, the launching or development of new applications or initiatives can immediately leverage the benefit of the data in the connected domain both reducing future development effort but also eliminating the need to create additional silos of data.

Benefits of SCV

Single Customer View can be a powerful tool for your business growth.

  • Owning a SCV is a prerequisite for omnichannel retail, that allows your business to view your customer holistically, independently of channels s/he uses to connect with your business.
  • It allows you to capture and analyse the behaviour of your customers and provides you and your marketing tool(s) with data at the right moment, to ensure better targeting, growth in conversions and potential upsell.
  • It also contributes towards more personalised customer experience across multiple channels.
    SCV systems ensure that you know your ROI in different marketing and advertising channels and have the necessary insights to optimise it.
  • Having a unified view of your customers is especially important for diversified businesses, both geography and sector-wise. For example, retailers today don’t only sell items, but also provide financial services, like issuing credit cards. In this case SCV serves as a risk management tool. It helps identify credit terms, credit limits etc. and provides you with an opportunity to establish advanced loyalty and discount programs across different segments of your business.
  • SCV also supports compliance with regulations, such as GDPR, or financial sector specific FSCS/FSA regulations.

Single Customer View – is a great example of “Insightful Connectivity” that takes your business forward on a Digital Transformation Journey.

 

Get in touch with our team today to get more information about how Ricston can help your business implement a Single Customer View concept!

Ricston can map out your journey through an assessment which will review your current landscape in conjunction with your planned requirements and assess the benefits of taking an API-led approach to your journey, showing you how you will be able to achieve your objectives. Our experience and expertise will be able to identify the best way to proceed, with a roadmap and prioritisation matrix to help you assess the next steps and phases required to make this a success.

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Ricston Ltd.
Triq G.F. Agius De Soldanis,
Birkirkara, BKR 4850,
Malta
MT: +356 2133 4457
UK: +44 (0)2071935107

Send Ryan a message

Ryan Delia
Services Director