Single view of customer - customer through a magnifying glass

Single customer view

Customer Experience

What is SCV and what does implementation look like?

In 2017, the Economist declared that the world’s most valuable resource was no longer oil – but dataData is a powerful, potent source of information to fuel the growth of a business. But because there is now such a wealth of data the sheer volume can swamp companies, as well as panic consumers concerned about privacy and data security.

SCV, or the Single Customer View, is one approach to managing this data, in order to actually make use of this resource.

Different sources give different answers as to what the term actually means - but there seems to be broad consensus around a few solid definitions. One, SCV is a visualised solution: a way to easily communicate and understand a method to organising data. Two, it's a process: an effort to organising data around customer profiles. Finally, three, it describes the database at the end of such a process: where businesses have access to a database full of customer profiles.

Data, data everywhere

Implementing SCV poses many challenges typical of working with large amounts of information. It’s about getting at the good data and getting rid of the bad.

While implementation is supposed to filter and refine data, actually seeking out that data in the first place may pose an early initial challenge. It will be necessary to find it across many siloed departments (sales, finance and operations, etc). 

Each of these will have its own methods for recording data, could cause some administrative headaches, and need to be done with the full consent and understanding of those departments. 


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