Michael

Single View of the Customer = Single Customer View (SCV)

 GetMoreEngagement.com 2013  67% of online shoppers have made purchases in the past 6 months that have involved multiple channels.  47% expect to be able to return purchases through a different channel than the purchase channel.  AMEX Global Customer Service Barometer 2012  26% of consumers have experienced being transferred from agent to agent without any resolution of their problem.  Synthetix 2012  90% of consumers expect to receive a consistent experience over multiple customer contact channels.  65% of consumers have received inconsistent information when contacting brands via multiple channels.

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos, Founder and CEO of Amazon, Inc.

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“Nothing devalues trust in a brand like a broken promise.” SCV report from Red Ant, 2014

 The ‘social contract’ between the brand and consumer is stronger than ever. “Customers are rarely shy about advertising when they have been let down, especially those that have taken the trouble to engage.” Red Ant, 2014

Source: A new breed of brand advocates Social networking redefines consumer Engagement, Deloitte 2010

Source: Gaining the single customer view in a multi-channel World, Red Ant 2014

“SCV business benefits - Improved customer engagement - Ability to make optimum strategic decision making - Achieve operational efficiencies” Experian - Data Quality Services Well, I say it’s all about the brand……

“Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.” Chip Bell “The goal as a company is to have customer service that is not just the best but legendary.” Sam Walton, Founder of Walmart

 Good customer service for each channel is no longer good enough!  Cross channel is the target, and the feedback isn’t so good…!  Synthetix 2012  90% of consumers expect to receive a consistent experience over multiple customer contact channels.  65% of consumers have received inconsistent information when contacting brands via multiple channels.

 Personalise communications, offers and customer experience, and increase brand loyalty – across the channels!  “It costs 5 to 10 times as much to win a new customer as it does to keep a customer, and a 5% increase in customer loyalty can translate into a 75% increase in profitability.” The Loyalty Effect, Fred Reichheld 1996

“Do what you do so well that they will want to see it again, and bring their friends.” Walt Disney

 Seamless customer experience, regardless of the chosen channel: 1. Connected identities 2. Single system across the channels 3. Multiple touch-points for brand engagement  Target:  multiple channels of service  multi-channel service

 More efficient operation ​  Single knowledge base and customer service tool  Efficiencies of scale with a multi-skilled workforce  Improved customer insight & personalisation  Personalised experience ​ for customers  Targeted marketing ​ & loyalty programmes  Improved customer satisfaction ​  Higher customer retention ​  Customer advocacy in a social world ​

 HUGE amounts of data to sort through!  Rationalisation of the data warehouse  Cost vs. Benefit data analysis  Location & well-being?  There’s “identity” and there’s “identity”…!  Re-architecting the data  Dynamic vs. Static ▪ Customers evolve – habits change  Service Orientated Architecture ▪ In-house & 3 rd party

@mdgrange “Having a Single View of Customer data, is not the same as having a Single Customer View.” Michael Grange