Posted August 29, 2017 by Jill Camper
How well can you define and track a unique customer? Often this depends on how well-defined your data strategy is across your entire enterprise. In many organizations, each area of the business is responsible for tracking customers individually (marketing keeps one customer view, sales keeps another, and compliance and operations each keeps yet another version). This works fine until you want unique insights into each customer. Most likely each area has their own rules, priorities, and reasons for tracking information on the customer. Add in possible acquisitions and non-integrated software suites, and it becomes virtually impossible to keep track of your customer!
The good news is the right data strategy can help to correct this and can provide a more holistic view of your customer base. Ideally, you’d have a complete enterprise data warehouse with all of your customers linked by relationships and unique identifiers. But since the average data warehouse initiative takes three to five years, what can you do now to provide a better customer view and experience? Here are four ways to get started:
The elusive “single view of a customer” may be a difficult journey, but with the right start, it can be achieved!
The views expressed in this publication are solely those of the author and do not necessarily reflect the position or policy of DST Systems, Inc. or its affiliates, subsidiaries, joint ventures, officers, directors, or management.