Enquire Now
DQ Blog Data Quality A Single Customer View for Success in Business

A Single Customer View for Success in Business

Martin Doyle March 6th, 2012 Data Quality

How loyal are your customers? Do your senior managers know? Can you measure this? If your data gives you a single customer view you can see at a glance how much repeat business you are getting, and what is attracting the most loyal customers.

All businesses need to be able to adapt to market demand. Many astute business leaders seem to have an instinct for what is going to work well and what direction to take next. That’s the way it appears to outsiders, but the truth is that their gut feel has most likely evolved from the accurate information from clean data available for them to study.

A single customer view is vital for good customer relationship management. It means that everyone throughout the organisation will have exactly the same information about each customer so they can understand and manage their relationships with them. It leads to much better retention of customers and more referrals, when they are always accurately addressed, don’t receive duplicate or contradictory calls or mailings and are generally treated like individuals who are valued.

There are cost benefits for companies too. No more wasted postal expenses or duplicated effort by staff who could be so much more productive. No fear of expensive fines for non-compliance with the Data Protection Act. No bad decisions based on incomplete information.

What Gets in the Way of a Single Customer View

When data is collected from different sources – for example: at point of sale; over the telephone; from a website – and entered into a local database, it needs to be integrated for everyone to know about the interaction or activities that have occurred.

But you may be aware of local databases with different structure and format rules to those of other business units or departments. Some staff may try to delete duplicates manually. Different personnel will have different uses for data and believe that some fields are not essential while others are crucial to the function of their workplace. There may be inaccuracies where fingers have typed too quickly or elements have been misheard. Reports may be worse than useless when passed on.

How to Arrive at an Invaluable Single Customer View

It’s not that difficult. You just need the right merge purge software and other tools to be able to link, cross-match, de-dupe, standardise and maintain the data before running it through suppression files to arrive at a data set that is uncontaminated, accurate, useful and compliant with regulations.

All DQ Global® data quality software products are designed to help organisations to arrive at a single customer view.


Written by Martin Doyle

Martin is CEO and founder of DQ Global, a Data Quality Software company based in the UK. With an engineering background, Martin previously ran a CRM Software business. He has gained a wealth of knowledge and experience over the years and has established himself as a Data Quality Improvement Evangelist and an industry expert.