It’s clear that UK businesses are aware that they need to create a Single Customer View(SCV) if they are to thrive. However, as the Experian research profiled in this whitepaper shows, this is where the clarity ends.
<p>Build a successful business case
for a Single Customer View
An Experian whitepaper
Page
1
Foreword
03
2
Introduction
04
2.1 About this whitepaper
2.2 What is Single Customer View (SCV)?
3
With or without you — the benefits of SCV
05
3.1 The customer’s perspective
3.2 The business perspective
3.3 SCV in the UK
4
Gain executive buy-in to build an SCV culture
07
4.1 Gain executive buy-in
4.2 Building an SCV culture
5
Conclusion
09
Contents
2 - Build a successful business case for Single Customer View 2012
1. Foreword
An effective SCV gives you the
platform from which you can do a
great deal; detangling overwhelming
information flows into a single, focused
stream of business-driving data;
uncovering deep insight into customers
and their behaviours; and applying this
understanding for targeted engagement
that translates investment into
demonstrable bottom-line returns.
It’s alarming to note that, despite this
potential, just one in six UK businesses
report that they have an effective
SCV in place. Given the gap between
appreciation and realisation, you could
be forgiven for thinking that achieving
an SCV is out of reach.
The good news is that it isn’t magic, and
this whitepaper uses fact to dispel the
myths and point you towards a practical
and effective business plan. It will take
you through what an SCV can actually
achieve, how to gain buy-in across the
organisation and the practical steps
you can take to create a business and
data culture that fosters it. Essentially,
the effort invested in building the SCV
will be handsomely repaid in enhanced
customer understanding and improved
ROI.
Achieving an SCV isn’t easy (good
things rarely are), but it is there for the
taking for those organisations willing
to make the journey. And it’s a road
worth travelling; in the information
age, attaining competitive advantage
will rely as much on the quality of your
customer understanding as it does
on the quality of your products and
s