A SCV is a central part of any CRM marketing application. It’s role is to consolidate a complete picture of each of your customers to enable you to target your marketing and approach towards them, as well as offer them personalised advice and services.
How does a SCV work?
A Single Customer View works by tracking all contact information related to each customer, such as their preferred contact method, and their preferences for marketing content, which allows you to design campaigns and send them to the contacts which fit the style and format of the campaign. It also means that the customers’ information is easily accessible when required.
How does SCV benefit B2C brands?
SCV can benefit B2C brands specifically. This is because it is crucial for them to present a strong corporate image to their customers and leads – even more so than B2B brands. If marketing is done with a lack of clarity or tailored customer fields such as names are wrong in personalised emails, this creates a negative brand impression and leaves potential customers will a bad image of your company.
Getting to know your target market
Single Customer View also helps your business internally as it helps you to get to know your target market. Data acquisition helps to build a full and complete picture of your target audience and therefore the more information you gather the more targeted your marketing can be. It can also give you the chance to develop strong customer services which mean that support is available to your customers in a way that suits them – for example highly available telephone help lines if many of your customers prefer telephone as their primary method of communication.
Mapping SCV for B2B marketing
B2B marketing works differently but SCV can be of equal use. For example, MarketDeveloper’s SCV model means that individual contacts can be linked to a number of different elements including physical location, the company they work for, and their own contacts, in order to build a picture of their behaviours and therefore predict future behaviour such as whether they are likely to be a repeat customer.
Building a bigger picture using SCV
SCV links with your entire in-house database and works just as well for large or small databases. Management of larger databases is not any more difficult, and the CSV allows details to be viewed individually or within a bigger picture at any given time.
If you want to find out more about SCV and what it could bring to your business, get in touch with MarketDeveloper today on +44 1784 432 082.