For most of my career I’ve worked on the client side of internal CRM teams, developing and managing CRM platforms. And all this time there has always been a demand to create a Single Customer View (SCV). But irrespective of whether a company collects data in one shared system that can be used both by sales and marketing departments, or is integrating different systems so that the data is always complete and synchronised for everyone who views it, setting up an SCV isn’t easy. For many perhaps, it might even seem impossible. But thanks to the connected clouds across Salesforce, this objective is becoming more and more achievable for companies. And how cool is that!
SCV, the future of marketing
Is SCV the future of marketing? Personally, I believe it is. Why? Well, with customers increasingly expecting better service, consumer behaviour has changed beyond recognition. And the only way to meet customers’ expectations is for companies to offer personalised service, and preferably of a level that goes far beyond what the competition can offer. To achieve that, companies need to capture a complete picture of their potential customers.
Is data blocking your progress?
Luckily, I’m not the only one who believes this to be the case. In the fourth annual State of Marketing report by Salesforce Research 67% of marketing leaders say that creating a connected customer journey across all touch points and channels is critical to the success of their overall marketing strategy. The report, which surveyed some 3,500 global marketing leaders, found that while the marketing profession is on its way to delivering more meaningful customer journeys, data issues are blocking the way. Only 23 % of marketers are extremely satisfied with their ability to leverage customer data to create more relevant experiences, believing that building a SCV will be a tough nut to crack.
And they are right. The ability to transform customer data from multiple sources into a structured, clean (SCV) database, with a single, enhanced record for each individual customer, is a big ask. But it’s worth it. Once built, such a database means that marketers will have to spend less time manipulating and cleansing data, and this will give them more time to focus on the nitty-gritty of insights and campaigns. For B2C organisations this means they’ll be able to reach out to potential customers more efficiently and effectively, enabling them to build sound relationships and encouraging them to buy.
Unique and relatable journey
An SCV is key to supporting clients and delivering their needs. From creating bespoke customer journeys, including their individual habits, through to ensuring that the customers who opt out are heard across all platforms. Servicing a client isn’t just about fielding calls or waiting for customers to engage; it’s also about understanding those customers, and making their journey as relatable and unique as they are themselves.
A single view of customers
And that’s exactly what we do at Emark. Historically, we are well known across the European Salesforce ecosystem as one of the best partners to work with. And with good reason: we know that marketing is changing and we understand why. We have identified that if our clients are to stay successful, they need a full understanding of their own customers. And to meet this need we have developed our current ‘full force’ solution. By enriching our portfolio with Salesforce Service Cloud, the world’s #1 CRM platform for service, we can help our clients build meaningful relationships with their customers. Service Cloud makes it possible to effortlessly reconcile customer data and records into one and the same view, thus creating a connected, relevant, and personalised journey. And that makes me proud. Proud that we can overcome the problems caused by data silos accumulated and perpetuated by the many channels through which consumers engage with a company. And proud that the approach we take accommodates consumers’ behaviour across all channels, as well as their interests and unique personality indicators. Emark can help you with all this, and more.
So if you need any help with your full force offering, or if you have any questions about implementing Service Cloud or creating an SCV in your business, don’t hesitate to ask! These questions can vary from: “How can I connect my service team to my marketing strategy?” to “Does Service Cloud offer full-case management?” Whatever your needs or questions, I’m here to help!