Major obstacles inhibiting a Single Customer View!!

By | October 17, 2016

The unbelievable growth of online Stores, social networks, mobiles and connected devices has created an avalanche of user identities. With the establishment of a wide variety of customer identities across multiple channels, enterprises are facing a large struggle to handle these rich data assets. In fact this is estimated also that around 80% of this precious customer profile data got wasted in due to immature strategies of enterprises.

Since today there are different touch points  for customers to interact with enterprises, they pays no efforts in thinking where their all crucial information live within the organization. All they want is a friction less and highly tailored user experience and believe me this is the major challenge for organizations as this data comes from such diverse sources.

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Now just imagine if the organization’s CRM and Email automation software are not in sync? This improper synchronization could lead organizations delivering messages to their customers that don’t even relate to their requirements. This could further make customers to break any more future communication with you.

In this scenario a unified, organization-wide customer identity management platform is needed which can simplify user flow, engagement, their conversion and can establish a long term relationship with customers. Single customer view uses identity to get together all data types to create rich customer profiles and build user experiences.

Now let’s explore two major roadblocks omitting hurdles in the creation of single customer view and how one can create a 1:1 identity driven relationship.

Lack of end to end registration system :

The creation of single customer view starts with an end to end solution to identify unknown visitors to a business website and with the painless collection of meaningful and accurate data from the very first touch. Without a dedicated solution for the cleanliness of this captured data that supports field validation, email confirmation and advanced features like two factor authentication, organization can’t be able to build complete user profiles.

A cloud based registration system can take the charge over here and it offers businesses the flexibility to build and customize registration forms. Your opted registration system should be like that. It should give visitors the options to login using existing social networks or pre validated user accounts. Such kind of registration grant permission based access to different data points that are housed within their social profiles. And as you know this kind of data helps in creating relevant user experiences especially when associated with demographic, behavioral and transactional data.

Relied upon legacy systems not built for customer identity data :

For the maintenance of external user data many organizations rely upon traditional identity and access management solutions which are solely meant for maintenance of internal employee data. These systems lack performance when they are forced to accommodate unlimited volume of structured or unstructured data.

For the solution of this obstacle, an advanced dynamic- schema database can seamlessly process this huge amount of unstructured data in a very optimized way. With this flexible approach customer data can automatically get updated whenever a user makes a change to its registered social network.

Hence with up to date tools and techniques available in the modern age of marketing, one is capable of overcoming these roadblocks preventing businesses from establishing an authentic and customized relationships with current and potential customers.

PS. Talking about customers, do you know about the latest craze of Gifs among online users? Don’t you think adding Gifs to your website will drive more engagement to your website? Want to dive into more details, check out this article by Rashika Jain here.

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