There are many different purposes to create a single customer view. All those different purposes also require different technical architectures. And each architectural design is capable of delivering its own value to the company.An analytical single customer view delivers value by supporting the company decision making via analytics and reporting. For instance: “how many customers do I really have in my focus market segments and what is the age distribution? “ An operational single customer view supports the primary business processes like sales and customer service.For instance an outbound call center employee can deliver additional value to the company if an integrated view on the customers shows which products and services from different business lines have already been sold to those customers and which customer support issues are still pending.
The added value of an integrated customer view depends strongly on the quality of that integrated customer view. Every organization that is seriously planning to create a single customer view should ask itself the following question: “What determines the quality of my customer view and so the accompanying level of added value?”
Prior to answering this question we need to take one step back. Why does not every organization have a single customer view? The cause lies in the fact that many organizations have their customer data spread across multiple systems all facilitating separate business processes. Additionally customer data is often highly polluted, fragmented and incomplete.