Customers today expect a personal relationship and consistency of experience, regardless of when or where they engage with you, shared Andy Reid, Pitney Bowes global director of customer information management (CIM). “Today’s buyers are digitally comfortable,” Reid tweeted during the most recent #PowerofPrecision global tweet chat, “They expect global businesses to act “local.” And, that begs the question: how does a business go about doing so, and doing it well?
Reid was joined by digital tech experts Evan Kirstel and Bryan Eisenberg to discuss how a business can unlock the value of Single Customer View (SCV). In other words, how does a business successfully extricate value from lots of aggregated data about any one individual?
For those unclear about what SCV is, Kirstel shared this: it’s “an aggregated, consistent, holistic representation of customer data that can be viewed in one place. Powerful!”
A2 Now we can track what you buy, read, share, visit, watch and wish for across devices and channels. #powerofprecisionBryan Eisenberg (@TheGrok)
But gathering data is not enough warned, Eisenberg, author of the upcoming book, Brand Like Amazon: Even a Lemonade Stand Can Do It, “Relationships are built on engagement and trust not data.”
The discussion, led by chat series host Brian Moran, drew participation from professionals in more than 20 countries and generated nearly 1,500 posts. The panel wrangled with value and challenges of mining vast amounts of data to cull the most relevant and best quality information about that customer. They also looked at the impact of not doing so.
Done correctly, “we know our customers so well that we can anticipate their needs and exceed their expectations,” tweeted Kirstel. Looking forward, the experts agreed Customer Information Management (CIM) will not just identify customers but will forecast who they will be and much more. The path to personalization has only just begun.
Here’s a full summary of the chat with all its expert insights. Read more about Single Customer View and be sure to visit #PowerofPrecision for information on all of our chats, past and future, and watch for updates on Twitter about our #PowerofPrecision chat series by following @PitneyBowes.