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DQ Blog Data Quality Maintaining a Single Customer View

Maintaining a Single Customer View

Martin Doyle February 26th, 2013 Data Quality

Suppose you were the CEO of a luxury hospitality chain with hotels in major cities around the world. How do you keep tabs on world travellers who turn up in umpteen different countries?

Or you have opened gyms across the whole of Great Britain and you need to know if your members use different ones when they have business away from home.

You could be in retail with a few stores in Devon and an on-line shop. Are you aware when people buy from different outlets? Even a small single operation, where more than one transaction takes place with the same customer, you should know about it.

It Doesn’t Have to Be a Problem

None of this is a problem if you have master data giving you an invaluable single customer view and a single version of the truth. Only then will your customer communications become really meaningful, whether face to face, in email or in the post.

The single customer view is one of the most important elements of your marketing platforms and strategies. You can respond to preferences, make informed assumptions and group targets appropriately. You won’t have any more embarrassing and damaging moments because of duplicate or triplicate mailings and other mistakes being bandied about on social media.

Employ Some Effective Data Quality Solutions

So how do you achieve it? With data quality software. Deduplication software and fuzzy matching software will get rid of all the duplicates, ensuring that master records are unique and complete.

Effective merge purge software products are designed to accurately identify and remove duplicate records when you merge new data into your master database. They will ensure your data is accurate, correctly formatted and duplicate free, with the all-important single customer view. A small investment to ensure you maintain clean data will bring significant returns as staff members spend less time trouble shooting, and customers respond positively to your communications.


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.