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Part 02 - Obstacles in achieving a single customer view

This is the second part in our Sitecore 10 blog series.

In the first blog we came to know how the importance of  single customer view is, in this blog we answer the question  “What is stopping companies from adopting it?

Obstacles in achieving a single customer view

The impediments to achieving a single customer view will vary greatly between organizations. While the smaller and the new entrants can easily implement a single customer view, large companies may struggle. This is especially true if such a company is formed following mergers and acquisitions and have multiple databases and distinct IT platforms. Also, implementing a single customer view requires a customer-centric approach to better manage customers. For example, card products often operate within a different silo as compared to retail banking. This can make it difficult to establish who actually owns the customer.

However, if you aim to achieve short-term results, you can perhaps benefit greatly. To put this down simply, by being aware of a customer’s preferences, you can devise the best plan to answer queries when the customer reaches out to connect with your brand. Not only can this provide the customer a personalized experience, it can foster a long-lasting relationship. Another noteworthy challenge brands may face while implementing a single customer view is not having the customer data in a consolidated format. Inconsistencies in the stored format can create discrepancies in the quality and thereby affect the single customer view advantages. 

Harness the power of Experience Marketing Cloud

Sitecore has everything you need in one connected platform. This enables you to own the experience that you deliver to every individual who interacts with your brand – from collecting and analyzing customer data, managing content, to shaping and delivering each experience across mobile phones, tablets, and websites.

Know your customer

The Sitecore Experience Database collects information about your visitors across all your digital channels and connects the dots to give you a unique experience profile for each one. With better knowledge of each customer, you can deliver a more relevant experience to them in return. Instead of having fragments of customer data scattered across multiple marketing technologies, all the information  is contained in a single database within the platform.

Shape every experience

Deliver personalized content to each customer, based on what you know about the customer and learning  on-site behavior in real-time. Manage and deliver your brand experiences across all your digital channels automatically. Optimize the performance of your content with instant testing, and refine your approach by providing intelligent suggestions and predictions.

Further, focus on getting the insights you need, so you can smoothly drive your digital strategy.

After understanding and eliminating the obstacles in your way, we must now prepare to implement the single customer view into your business’s DNA.

With this we conclude the second blog ; watch this space for the next blog which will help you preparation for the experience.

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