A single customer view (SCV) is a marketing best practice that’s key for differentiated customer engagement. With a single customer view, marketers can send relevant messages, respond rapidly and ...

The single customer view has been on the tips of marketers’ tongues for some time now. There is a stigma that the single customer view is unachievable. However, some brands are successfully working ...

One of the most difficult yet fundamental steps in creating a customer-centric retail-marketing model is building a holistic view of the customer. This requires identifying and linking all internal ...

Every day, marketers have to eat a big bowl of alphabet soup. The marketing solution acronym game leaves marketers confused by similar sounding solutions which perform different tasks. With ...

In response to consumer expectations reaching an all-time high, most companies have improved their customer-facing operations. With just a few clicks, customers can quickly find a provider's best ...

Forbes contributors publish independent expert analyses and insights. Gary Drenik is a writer covering AI, analytics and innovation. This article is more than 7 years old. As retailers maneuver to ...

Customers are at the centre of any business, yet very few firms truly understand who their customers are. It is known that one of the biggest challenges in this industry is the ability to identify the ...

The customer experience arms race—the drive for businesses to give customers more and more convenience, speed, and personalized service—has created an overwhelming tsunami of tools, apps, and data ...

IT’S TOUGH to have a conversation about customers or customer experience these days without encountering the “360-degree view of customers” at some point along the way. It seems every vendor has some ...

MW: Pulling all your consumer data together sounds simple, but can it be a lengthy process? DP: Two years ago, we started on a five-year change programme to create a single customer view (SCV), ...