Terms of Trade · Edition 3: The technology proposal
Single customer view
Definition
One record per customer that brings together every interaction the business has had with them, online and in store, purchase and service, so that the same person is recognised as the same person wherever they appear. The objective a CDP is bought to deliver, and the one most retailers have been pursuing since loyalty cards.
Field note
Single customer view is the most expensive way to discover that marketing did not know what to do with a single customer, let alone the 75 per cent who bought in a store.
Board question
Before we fund it, what is the first decision marketing will make differently with the view that it cannot make today, and does it include the store customer?
Applied through
Customer Truth in the Cat’s Whiskers, a current understanding of who is being served; Channel Coherence, because the store is where the view usually stops.
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