The single customer view has been on the tips of marketers’ tongues for some time now. There is a stigma that the single customer view is unachievable. However, some brands are successfully working towards a robust strategy and creating a single customer view is fundamental for delivering tailored and relevant experiences to consumers. In this piece, Jenna Tiffany, lead digital marketing strategist at Communicator (pictured below) explains why it’s time for businesses to break down silos and collaborate across the company to marry together customer data – and that email marketers hold the key.

Today's consumers are always connected and want content tailored to them at the right time. For instance, British households own over seven (7.4) internet devices, with smartphones being the most common, followed closely by laptops and tablets, according to YouGov. If brands use their data effectively, they can better target and develop long-standing relationships with their customers.

Email marketers hold the key to SCV success

Customer journeys are now multifaceted and more complex than ever, with brands having to consider multiple channels and touchpoints when developing their customer experiences. To generate a successful single customer view, a unique identifier is imperative. A customer’s email address is a perfect example of this. In 2015, the number of worldwide email users was nearly 2.6 billion. By the end of 2019, the number of worldwide email users will increase to over 2.9 billion, according to The Radicati Group. The email address is the perfect unique identifier for a number of reasons; but mainly because every customer will know their email address and they will be willing to provide it.

Jenna Tiffany, Lead Digital Marketing Strategist, Communicator

Email marketers hold the key to unlocking the potential for brands to generate a single customer view. The connected and savvy consumer expects a seamless, personalised experience. By starting with an email address, you can create a multichannel, personalised, and relevant experience that is driven by data.

Email driving automation

Automated journeys, as a result of the single customer view, are saving teams time and money. The NEC Group executes 550 campaigns a year, with email driving a significant proportion of NEC’s revenue. Speaking at a recent industry event, Chris Pile, head of digital at NEC Group, mentioned the company’s focus on making emails more tailored. The NEC Group ticketed the recent Adele tour and only had 24 hours’ notice to get the show on sale. With their increasing efforts towards a single customer view, this allowed a smooth process to market to consumers effectively and efficiently.

Working towards the end goal

A single customer view won’t come overnight, but the sooner you start working towards the end goal, the more streamlined and efficient your business will be. It’s time for businesses to break down the silos and collaborate across the company to marry together customer data.

Data is the essence of the single customer view, but to deliver efficiency and results from that data, marketers require a robust strategy and the right technology to link, manage, and structure data to enable that single view of the customer journey. The brands that are already breaking down barriers and working collaboratively to unite their internal teams and data sources, will deliver the best customer experiences. The single customer view is the Holy Grail for marketers – and brands must ensure it is front and centre to remain competitive.