Single Customer View
The Business Challenge
The Business Benefits
Generating Customer Insight
The solution was a data warehouse using Microsoft SQL Server, with customer data records sourced from the client’s multiple business units.
These multiple customer data records were then matched using purpose-written algorithms to derive a single view of each customer. In this way, three years’ worth of transactional data was combined in the warehouse, providing a complete picture of each individual customer.
This single customer view enables the client to better understand the needs and motivations of each individual customer, enabling much more targeted and effective marketing.
Improving Customer Experience
One of the associated benefits realised were new store layouts – this change was a direct result of the client’s new understanding of customer preferences.
The single view of the customer also provided insight into store geographic feeder areas and where customers were underserviced. This insight help plan store improvements and new store rollouts.
Return on Investment
The client’s management team acclaimed the project as highly successful. In the words of the client’s insight director, “The up-front investment was paid back within one year.”