Single Customer View (SCV) is a term that has been bandied about in marketing circles for over a decade. However,很难锁定通用定义due to other variables (how the data is sourced, the speed of profile updates, etc.) that are often overlooked or omitted.

What Does Single Customer View Mean in 2021?

客户从多个不同的设备购买，并且朝着omni-channel communication,需要分类所有数据的方法。最简单的是Single Customer View is a database with customer profiles(purchase history, site activity, product recommendations) for every individual person.

AtrueSingle Customer View is that customer database, but scalable, flexible, andupdated in real-time.This last point is a crucial difference. SCV data is used to enable segmentation and marketing automation; if the system is out-of-date, your customers could be seeing the wrong messages.尽管如此，许多具有严格框架和延时更新的公司仍然讨论他们的单一客户视图，就像是同一件事。

本文将探讨导致单个客户视图的客户数据管理历史记录，拥有一个真正的单个客户视图的重要示例的重要性。

Why Most Single Customer Views Don’t Work

数据库管理系统的历史记录

In the 1970s, companies began storing their customer data usingRelational Database Management(RDBM) systems. These systems allowed companies to store data as individual pieces of information in different fields (first name, last name, customer ID), and then access that data through SQL queries. As the popularity of computers continued to climb, this method of managing customer information became the standard.

互联网继续增长，companies continued to invest in their RDBM systems.这些系统仍然可以处理收集的客户信息，大多数公司都认为不需要更改其方法。直到2008年左右 - 当大数据开始击中。The amount of customer info that could be gathered increased exponentially, and the formerly superiorRDBM systems could no longer efficiently handle all the details.

The idea of a Single Customer View was born then out of necessity.Customer data was far richer and more detailed than ever before. Customers were starting to make purchases from all different directions:店内购买，电话，平板电脑，PC。所有的客户数据都将转到不同的地方，通常由不同部门管理，甚至使用不同的软件。There was no way to effectively track the customer在整个生命周期中，并以相关的方式与他们进行交流。

Introduction of NoSQL Databases

NOSQL数据库began to be seen as the solution.NoSQL is built to handle large amounts of unstructured data. It’s more flexible,scalable, and faster than SQLwhen dealing with something like Big Data. Unlike SQL, NoSQL systems can track any piece of data at any time, with no need to prepare the structure for it. New data sources can be tracked without the need to set anything up.In short, NoSQL was better for using the data these companies now had access to.

Unfortunately,decades had been spent building Relational Databases– countless man hours and piles of cash – andthis widespread system was now showing its limitations.除了之前提到的问题，即收集通过多个设备连接的更详细的数据和客户，公司与客户互动的所有方法也均已断开连接！客户关系管理（CRM）系统在一个数据筒仓中，电子邮件管理在另一个数据筒仓中，第三和第三次分析。

The Legacy companies that had invested early on (Oracle, IBM, Emarsys) werenow at a disadvantage.With all the time and money spent on their now out-of-date RDBM systems,they couldn’t just start over from scratch. Instead,they tried to convert their Relational Databases intoNon-Relational Databases (NoSQL)。这需要推动together a number of different data silos and pointing them all in the direction of the customer, hardcoding something that看起来就像单个客户视图一样，但没有具有相同的灵活性或速度的功能。

Adobe tried a different approach:rather than build their own SCV, theypurchased several companies每个人都在技术的不同部分工作，并将它们全部砍成Adobe Marketing Cloud。这是一定的，但是as the systems were all built separately, they don’t work as well together as a whole.
This stumble on the part of market leaders allowed for market disruptors like Exponea to introduce new solutions.

How Did Exponea Solve the Single Customer View?

Rather than altering existing tech to face a new problem, Exponea had the opportunity to look at the problem first, then create the tech around it:a customer is interacting with my company right now; I need to qualify them and take action.This approach allowed Exponea to create a truly customer-centric system;一个多合一customer data platform围绕NOSQL建造，而不是一个适应限制的工作。

CRM system, Email management, campaign building and automation, real-time predictions, analytics, etc. all available within one dashboard. With data updating so fast you can actually watch a customer profile update itself as the customer clicks around.

这不仅仅是速度。The flexibility of this customer-centric system, built around NoSQL and using In Memory Framework, creates new opportunities for communicating with customers.系统解析每个行动every customer takes, in real-time, Exponea has been able to develop powerful customer recommendations that adapt and interact with the customer, even as they browse the site.

Picture it like this:
旧数据库：您被掉入海洋，并设法从周围漂浮的东西上刮在一起。它使您暂时避免溺水，但这并不理想。

Exponea:You’re given a boat designed for the ocean. Not only does it keep you afloat, it’s the optimal method for navigating the seas.

Finally, another advantage of an all-in-one platform is how quickly the software can be implemented.Exponea的基本软件可以在几天之内设置和运行。The most bare-bones version can be installed in minutes, as it only requires a single code integration. Compare that to the weeks or months required to integrate all the disparate parts of a Legacy company.

Why is a Single Customer View Important in 2021?

We’ve talked a lot about what a true Single Customer View is and what the differences are between companies. This section will show the importance of achieving a true Single Customer View through examples of its actionable use.

Optimal Send Times and Custom Tools

One of the most important (and underutilized) tactics to improve open rates and conversions is to send the email at the right time for that customer.When Exponea began working with fashion retailer小姐, one of their goals was perfecting optimal send times. Within seven days they were up and running, able to send over one million emails to customers.

Using Exponea’s real-time predictive analytics,小姐was able to automate their emails to send at the optimal time for each individual user,leading to an uplift in open rates, click-through rates, and conversions.
The flexibility of a true Single Customer View also makes it simple to create custom tools within the software. For Missguided, an html editor and custom fonts were built to their specifications.
看这个视频to learn more about Exponea’s work with Missguided.

Personalized Customer Journeys and Ease of Testing

真正的单一客户视图应该能够个性化客户生命周期的每个阶段；客户现在开始期望的东西。当Exponea开始与时尚零售商合作时Eye for Fashion, the main focus was to increase conversions on the website.

Exponea’s analytics tool searched Eye for Fashion’s data to identify which customers were most likely to buy. These customers were targeted based on their history with the site (through use of Exponea’s recommendation engine).This group was then segmented, and each segment was shown a different, highly personalized banner, testing each stage of the customer journey:recommendations, view count banners, exit banners, cart abandonment banners, etc.

使用Exponea的工具进行A/B测试创建和测量，时尚很容易识别其最成功的横幅。
This integration achieved:

• 79% increase in Revenue Per Visitor (RPV) for the Low Stock Notification Segment
• 出口横幅细分市场的RPV增加了64％
• 视图计数段的RPV增加了45.5％

阅读成功故事about Exponea’s work with Eye for Fashion.

细分和实时个性化

Companies with diverse customer bases and numerous products often have trouble communicating with their customers. Theycan’t design a homepage message that works for everyone, and creating hundreds of different, changing versions would be impractical without the right tools.

This was the challenge that mobile carrierT-Mobile.cz当他们开始与Exponea合作时面对。使用Exponea的细分功能，他们开发了多个客户的微分市场。现在，当客户访问该网站时，Exponea识别它们，检查其微节目并更新主页以显示相关内容。This all happens while the homepage is loading.

Less than two months after starting with Exponea’s Single Customer View, T-Mobile achieved:

• 在线销售增长126％
• 511% increase in sales to their main target microsegment

阅读成功故事about Exponea’s work with T-Mobile.cz.

Key Takeaways for Single Customer View

• In the simplest sense, a Single Customer View is a database客户配置文件（每个用户一个），由购买历史记录，现场活动，产品建议等组成。
• NoSQL (Non-Relational) Databases are superior to Relational Databases when dealing with large sets of detailed data (i.e. Big Data).
• Not all Single Customer Views are equal – most Legacy companies run theirs on converted Relational Databases, creating a slower, less flexible Single Customer View than one built around a NoSQL database from the beginning.
• Exponea’s Single Customer View is built around NoSQL. It’s flexible, updates in real-time, and combines CRM, email management, campaign building and automation, real-time predictions, analytics, and more into one main dashboard.
• A true Single Customer View is a valuable resource, enabling (among other things):
  • Optimal email send times
  • Personalized customer journeys
  • Simple A/B testing
  • 详细的细分
  • Real-time automated personalization
  • Advanced predictive analytics

Could your company grow faster with a true Single Customer View?你自己看。