Why B2B want a Single Customer View
The Single Customer View is the holy grail, the golden ticket, the answer to all the questions you might have about customers in your database and where everything fits together. But just like achieving the holy grail, or finding the golden ticket, it can hard to come by. The truth is many businesses have multiple data in systems which overlap, and the hardest thing to do is narrowing it down until there’s a SCV.
Despite it being difficult to achieve in Business to Business, everyone knows its value in Business to Consumer, especially combined with the correct customer experience. Think of this scenario about personalisation and how SCV enables it. In the B2C space it is your birthday, and you receive multiple happy birthday messages from friends, family and work colleagues but what’s the one you remember most that day? Well maybe it might just be when your favourite sports team send you an email with a discount on your birthday. Would feel pretty good, wouldn’t it? And that is the benefit – having that kind of information bringing customers and businesses closer together, providing personalisation to create a strong bond but also to put the customer closer to the checkout, ready to make that next purchase.
Why do businesses have difficulties with a single customer view?
So, we know why it’s sought after, but why is it hard to get right?
In B2C you’re talking to one specific customer who represents themselves, whereas in B2B you can be talking to multiple individuals who represent that business. It’s imperative to understand the different roles in an organisation and how there are several personas to communicate with.
The B2B sales process normally has more layers to it and involves multiple touch points along the way. In B2C you communicate with individual customers whilst in B2B it’s a more longer-term strategy for nurturing, servicing and developing a relationship, as single decisions are made by multiple people. Considering who the customer is becomes an important question to answer. It can change depending on who you’re selling to. If you’re selling light fittings, you may be speaking with a purchaser, if you’re selling office stationery it may be the office in question.
Just like solving that 1000-piece jigsaw puzzle, building an effective SCV is going to take time and it’s going to be a slow journey to consolidate all processes and data.
Regardless, it’ll be a worthwhile endeavour because it will drive consistent personalised experiences and help businesses get the most from their data.
At KPS with our industry-leading know-how and passion for successful transformations, we develop B2B eCommerce solutions that increase sales, boost conversion rates, deliver excellent customer experiences and give you that 360 view of your data.
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