A Unified Customer View: What Is It and Why You Need It

Master Data Management Blog by Stibo Systems logo
| 4 minute read
March 09 2022

Master data management is needed if you want a single - and trustworthy - view of your customers

A unified customer view is a crucial aspect of modern-day customer relationship management (CRM) and data management practices. It refers to having a single, comprehensive and up-to-date representation of each customer, which can be accessed and used by different departments within an organization. Having a unified customer view can help businesses streamline their operations, improve customer experience, and drive growth.

In this blog post, we will explore the importance of a unified customer view, its benefits, challenges, implementation and measurement of success. Whether you're a business owner, marketer, or data analyst, this post will provide valuable insights into how a unified customer view can help you better understand and serve your customers.

unified customer view with customer data management

What is a unified customer view?

A unified customer view (also called "360" customer view, "360 degree" customer view or "single" customer view) is a comprehensive, integrated and accurate representation of all customer data across an organization. It combines customer data from various sources such as CRM, marketing automation, social media, transaction systems, and others, into a single view, providing a holistic understanding of the customer. This view enables organizations to make informed decisions, improve customer experience, and drive business growth by utilizing a single source of truth for customer data.

How does a unified customer view differ from a traditional customer database?

A traditional customer database typically consists of fragmented data stored in multiple systems, which can result in data silos and inconsistencies. A unified customer view, on the other hand, brings together all relevant customer data from various sources and systems into a single, holistic view of the customer. This approach allows organizations to have a complete and accurate understanding of their customers, which can improve customer engagement, personalization, and overall customer experience. Additionally, a unified customer view helps eliminate data duplication, streamlines data management processes, and provides a single source of truth for customer data.

Why is a unified customer view important for organizations?

A unified customer view is important for organizations because it provides a comprehensive and accurate representation of each customer across all channels and touchpoints. This enhances the customer experience, improves decision-making and increases operational efficiency. With a unified customer view, organizations can better understand their customers’ needs and preferences, and tailor their marketing, sales and service efforts accordingly. Additionally, it helps organizations reduce the risks associated with data silos and duplicate data, and provides a single source of truth for customer data. Overall, a unified customer view is a key component of effective customer relationship management and supports business growth and success.

 

 

What are the benefits of a having a unified customer view?

A unified customer view offers several benefits to organizations, including:

1. Improved customer experience

Having a unified view of customer data allows organizations to offer a personalized and consistent experience to customers across different channels.

2. Increased customer insights

A unified view of customer data enables organizations to gain a deeper understanding of their customers, which can help inform marketing and sales strategies.

3. Enhanced data quality

By consolidating customer data from different sources into a single view, organizations can improve the accuracy and completeness of their customer data.

4. Better decision-making

A unified customer view provides organizations with a single source of truth for customer data, enabling more informed decision-making.

5. Improved operational efficiency

Consolidating customer data into a unified view can simplify processes and reduce manual effort, leading to increased operational efficiency.

6. Enhanced customer privacy and security

By consolidating customer data into a single view, organizations can better protect customer privacy and secure sensitive data.

 

 

What are the challenges in maintaining a unified customer view, and how can they be overcome?

Maintaining a unified customer view can be a challenging task for organizations due to the following reasons:

  1. Data silos: There may be multiple databases or data sources that contain customer information, which can lead to data silos and duplication of data.

  2. Data quality issues: Ensuring that customer data is accurate, complete, and up-to-date can be difficult, particularly when data is stored in disparate systems.

  3. Data integration: Integrating customer data from different systems can be challenging, and often requires significant IT resources and time.

  4. Data privacy and security: Ensuring that customer data is secure and that privacy regulations are adhered to can be difficult, particularly when data is stored in multiple systems.

To overcome these challenges, organizations can take the following steps:

  1. Implement a centralized customer master data management system that integrates customer data from multiple sources.

  2. Establish a data governance framework to ensure data accuracy and completeness, and to monitor data quality.

  3. Implement data privacy and security measures to ensure that customer data is secure and that privacy regulations are adhered to.

  4. Regularly review and improve processes for data management to ensure that customer data remains accurate and up-to-date.

  5. Provide training and resources to support data management best practices, including the use of data quality tools, data integration processes, and data privacy and security measures.

 

How can businesses implement a unified customer view in their operations?

Implementing a unified customer view requires careful planning and a strategic approach. Here are seven steps that organizations can follow to establish a unified customer view:

  1. Assess existing customer data: Organizations should start by examining the customer data they currently have and determining what information is essential for a unified customer view.

  2. Define the scope of the unified customer view: Organizations should decide which departments and teams will have access to the unified customer view and what information they will be able to see.

  3. Identify data sources: Organizations should identify all the systems and databases that store customer data and determine which ones need to be integrated into the unified customer view.

  4. Establish data governance processes: To ensure data accuracy and completeness, organizations should establish data governance processes that are responsible for defining the rules and guidelines for collecting, managing, and maintaining customer data.

  5. Implement data integration and management tools: Organizations should implement tools that can integrate customer data from various sources and manage it in a centralized repository.

  6. Ensure data quality: Organizations should regularly monitor and clean customer data to ensure its accuracy, completeness, and consistency.

  7. Provide access to the unified customer view: Organizations should provide access to the unified customer view through a centralized dashboard or reporting tool that makes it easy for teams to access the information they need.

By following these seven steps, organizations can establish a unified customer view that provides a complete and accurate picture of their customers and helps improve customer engagement and satisfaction.

How can businesses measure the success of their unified customer view implementation?

Measuring the success of a unified customer view implementation can be done in several ways, including:

  1. Improved customer engagement and experience: A unified customer view can help organizations better understand their customers and provide personalized experiences, leading to improved engagement and customer satisfaction. Measuring customer satisfaction and loyalty can indicate the success of the unified customer view implementation.

  2. Increased cross-selling and upselling opportunities: A unified customer view can provide a complete picture of customer interactions and purchasing history, enabling organizations to identify cross-selling and upselling opportunities. Measuring the increase in these opportunities and revenue can indicate the success of the implementation.

  3. Improved data quality and accuracy: A unified customer view can help organizations eliminate duplicate data and improve data quality and accuracy. Measuring data quality and accuracy can indicate the success of the implementation.

  4. Enhanced operational efficiency: A unified customer view can improve operational efficiency by reducing manual processes, increasing automation, and reducing data processing time. Measuring process efficiency and data processing time can indicate the success of the implementation.

  5. Better decision making: A unified customer view can provide a comprehensive view of customer data, enabling organizations to make better-informed decisions. Measuring the accuracy and effectiveness of decisions made with the help of a unified customer view can indicate the success of the implementation.


Master Data Management Blog by Stibo Systems logo

Katja is a seasoned digital strategist with a 10-year track record of helping businesses across different industries drive digital growth and improve their digital experience.

Discover Blogs by Topic

  • MDM strategy
  • Data governance
  • Retail and distribution
  • See more
  • Customer and party data
  • Manufacturing
  • Product data and PIM
  • Data quality
  • Supplier data
  • AI and machine learning
  • CPG
  • Financial services
  • GDPR
  • Sustainability
  • Location data
  • PDX Syndication
  • Cloud

Using Machine Learning and MDM CBAM for Sustainability Compliance

12/3/24

How to Implement Master Data Management: Steps and Challenges

11/26/24

AAPEX and SEMA: The Automotive Aftermarket Industry’s Mega-Showcase

11/25/24

5 Key Trends in Product Experience Management

11/20/24

Building the Future of Construction with AI and MDM

11/19/24

Solving Retail Data Fragmentation: The Key to Consistent Customer Journeys

11/14/24

Live Shopping: How to Leverage Product Information for Maximum Impact

10/22/24

Why Data Accuracy Matters for CPG Brands

10/16/24

Why Choose a Cloud-Based Data Solution: On-Premise vs. Cloud

10/15/24

How to Use Customer Data Modeling

10/10/24

Navigating Change: Engaging Business Users in Successful Change Management

9/20/24

What is Digital Asset Management?

9/11/24

How to Improve Your Data Management

9/3/24

The Future of Master Data Management: Trends in 2023-2025

9/1/24

Digital Transformation in the CPG Industry

8/30/24

5 CPG Industry Trends and Opportunities for 2024-2025

8/29/24

What is the difference between CPG and FMCG?

8/27/24

Responsible AI relies on data governance

8/27/24

6 Features of an Effective Master Data Management Solution

8/15/24

Great Data Minds: The Unsung Heros Behind Effective Data Management

8/13/24

A Data Monetization Strategy - Get More Value from Your Master Data

8/6/24

Introducing the Master Data Management Maturity Model

8/4/24

What is Augmented Data Management? (ADM)

7/31/24

Data Migration to SAP S/4HANA ERP - The Fast and Safe Approach with MDM

7/30/24

Data Governance and Data Protection: A Match Made in Heaven?

7/17/24

The Difference Between Master Data and Metadata

5/26/24

Master Data Management Roles and Responsibilities

5/20/24

8 Best Practices for Customer Master Data Management

5/16/24

What Is Master Data Governance – And Why Do You Need It?

5/12/24

Guide: Deliver flawless rich content experiences with master data governance

4/11/24

Risks of Using LLMs in Your Business – What Does OWASP Have to Say?

4/10/24

Guide: How to comply with industry standards using master data governance

4/9/24

Digital Product Passports - A Data Management Challenge

4/8/24

Guide: Get enterprise data enrichment right with master data governance

4/2/24

Guide: Getting enterprise data modelling right with master data governance

4/2/24

Guide: Improving your data quality with master data governance

4/2/24

Data Governance Trends 2024

1/30/24

NRF 2024 Recap: In the AI era, better data can make all the difference

1/19/24

Building Supply Chain Resilience: Strategies & Examples

12/19/23

How Master Data Management Can Enhance Your ERP Solution

12/14/23

Shedding Light on Climate Accountability and Traceability in Retail

11/29/23

What is Smart Manufacturing and Why Does it Matter?

10/11/23

Future Proof Your Retail Business with Composable Commerce

10/9/23

5 Common Reasons Why Manufacturers Fail at Digital Transformation

10/5/23

How to Digitally Transform a Restaurant Chain

9/29/23

Three Benefits of Moving to Headless Commerce and the Role of a Modern PIM

9/14/23

12 Steps to a Successful Omnichannel and Unified Commerce

7/6/23

CGF Global Summit 2023: Unlock Sustainable Growth With Collaboration and Innovation

7/5/23

Navigating the Current Challenges of Supply Chain Management

6/28/23

Product Data Management during Mergers and Acquisitions

4/6/23

A Complete Master Data Management Glossary

3/14/23

4 Ways to Reduce Ecommerce Returns

3/8/23

Asset Data Governance is Central for Asset Management

3/1/23

4 Common Master Data Management Implementation Styles

2/21/23

How to Leverage Internet of Things with Master Data Management

2/14/23

Manufacturing Trends and Insights in 2023-2025

2/14/23

Sustainability in Retail Needs Governed Data

2/13/23

NRF 2023: Retail Turns to AI and Automation to Increase Efficiencies

1/20/23

5 Key Manufacturing Challenges in 2023

1/16/23

What is a Golden Customer Record in Master Data Management?

1/9/23

Innovation in Retail

1/4/23

Life Cycle Assessment Scoring for Food Products

11/21/22

Retail of the Future

11/14/22

Omnichannel Strategies for Retail

11/7/22

Hyper-Personalized Customer Experiences Need Multidomain MDM

11/5/22

What is Omnichannel Retailing and What is the Role of Data Management?

10/25/22

Most Common ISO Standards in the Manufacturing Industry

10/18/22

How to Get Started with Master Data Management: 5 Steps to Consider

10/17/22

What is Supply Chain Analytics and Why It's Important

10/12/22

What is Data Quality and Why It's Important

10/12/22

An Introductory Guide: What is Data Intelligence?

10/1/22

Revolutionizing Manufacturing: 5 Must-Have SaaS Systems for Success

9/15/22

An Introductory Guide to Supplier Compliance

9/7/22

What is Application Data Management and How Does It Differ From MDM?

8/29/22

Digital Transformation in the Manufacturing Industry

8/25/22

Master Data Management Framework: Get Set for Success

8/17/22

Discover the Value of Your Data: Master Data Management KPIs & Metrics

8/15/22

Supplier Self-Service: Everything You Need to Know

6/15/22

Omnichannel vs. Multichannel: What’s the Difference?

6/14/22

Create a Culture of Data Transparency - Begin with a Solid Foundation

6/10/22

The 5 Biggest Retail Trends for 2023-2025

5/31/22

What is a Location Intelligence?

5/31/22

Omnichannel Customer Experience: The Ultimate Guide

5/30/22

Location Analytics – All You Need to Know

5/26/22

Omnichannel Commerce: Creating a Seamless Shopping Experience

5/24/22

Top 4 Data Management Trends in the Insurance Industry

5/11/22

What is Supply Chain Visibility and Why It's Important

5/1/22

The Ultimate Guide to Data Transparency

4/21/22

How Manufacturers Can Shift to Product-as-a-Service Offerings

4/20/22

How to Check Your Enterprise Data Foundation

4/16/22

An Introductory Guide to Manufacturing Compliance

4/14/22

Multidomain MDM vs. Multiple Domain MDM

3/31/22

Making Master Data Accessible: What is Data as a Service (DaaS)?

3/29/22

How to Build a Successful Data Governance Strategy

3/23/22

What is Unified Commerce? Key Advantages & Best Practices

3/22/22

How to Choose the Right Data Quality Tool?

3/22/22

What is a data domain? Meaning & examples

3/21/22

6 Best Practices for Data Governance

3/17/22

5 Advantages of a Master Data Management System

3/16/22

A Unified Customer View: What Is It and Why You Need It

3/9/22

Supply Chain Challenges in the CPG Industry

2/24/22

The Best Data Governance Tools You Need to Know About

2/17/22

Top 5 Most Common Data Quality Issues

2/14/22

What Is Synthetic Data and Why It Needs Master Data Management

2/10/22

What is Cloud Master Data Management?

2/8/22

How to Implement Data Governance

2/7/22

Build vs. Buy Master Data Management Software

1/28/22

Why is Data Governance Important?

1/27/22

Five Reasons Your Data Governance Initiative Could Fail

1/24/22

How to Turn Your Data Silos Into Zones of Insight

1/21/22

How to Improve Supplier Experience Management

1/16/22

​​How to Improve Supplier Onboarding

1/16/22

How to Enable a Single Source of Truth with Master Data Management

1/13/22

What is a Data Quality Framework?

1/11/22

How to Measure the ROI of Master Data Management

1/11/22

What is Manufacturing-as-a-Service (MaaS)?

1/7/22

The Ultimate Guide to Building a Data Governance Framework

1/4/22

Master Data Management Tools - and Why You Need Them

12/20/21

The Dynamic Duo of Data Security and Data Governance

12/20/21

How to Choose the Right Supplier Management Solution

12/20/21

How Data Transparency Enables Sustainable Retailing

12/6/21

What is Supplier Performance Management?

12/1/21

What is Party Data? All You Need to Know About Party Data Management

11/28/21

What is Data Compliance? An Introductory Guide

11/18/21

How to Create a Marketing Center of Excellence

11/14/21

The Complete Guide: How to Get a 360° Customer View

11/7/21

How Location Data Adds Value to Master Data Projects

10/29/21

How Marketers Should Prepare for the 2023 Holiday Shopping Season

10/26/21

What is Supplier Lifecycle Management?

10/19/21

What is a Data Mesh? A Simple Introduction

10/15/21

How to Build a Master Data Management Strategy

9/26/21

10 Signs You Need a Master Data Management Platform

9/2/21

What Vendor Data Is and Why It Matters to Manufacturers

8/31/21

3 Reasons High-Quality Supplier Data Can Benefit Any Organization

8/25/21

4 Trends in the Automotive Industry

8/11/21

What is Reference Data and Reference Data Management?

8/9/21

What Obstacles Are Impacting the Global Retail Recovery?

8/2/21

GDPR as a Catalyst for Effective Data Governance

7/25/21

All You Need to Know About Supplier Information Management

7/21/21

5 Tips for Driving a Centralized Data Management Strategy

7/3/21

Welcome to the Decade of Transparency

5/26/21

How to Become a Customer-Obsessed Brand

5/12/21

How to Create a Master Data Management Roadmap in Five Steps

4/27/21

What is a Data Catalog? Definition and Benefits

4/13/21

How to Improve the Retail Customer Experience with Data Management

4/8/21

How to Choose the Right Master Data Management Solution

3/29/21

Business Intelligence and Analytics: What's the Difference?

3/25/21

Spending too much on Big Data? Try Small Data and MDM

3/24/21

What is a Data Lake? Everything You Need to Know

3/21/21

How to Extract More Value from Your Data

3/17/21

Are you making decisions based on bad HCO/HCP information?

2/24/21

Why Master Data Cleansing is Important to CPG Brands

1/20/21

CRM 2.0 – It All Starts With Master Data Management

12/19/20

5 Trends in Telecom that Rely on Transparency of Master Data

12/15/20

10 Data Management Trends in Financial Services

11/19/20

Seasonal Marketing Campaigns: What Is It and Why Is It Important?

11/8/20

What Is a Data Fabric and Why Do You Need It?

10/29/20

Transparent Product Information in Pharmaceutical Manufacturing

10/14/20

How to Improve Back-End Systems Using Master Data Management

9/19/20

8 Benefits of Transparent Product Information for Medical Devices

9/1/20

How Retailers Can Increase Online Sales in 2023

8/23/20

Master Data Management (MDM) & Big Data

8/14/20

Key Benefits of Knowing Your Customers

8/9/20

Women in Master Data: Kelly Amavisca, Ferguson

8/5/20

Customer Data in Corporate Banking Reveal New Opportunities

7/21/20

How to Analyze Customer Data With Customer Master Data Management

7/21/20

How to Improve Your 2023 Black Friday Sales in 5 Steps

7/18/20

4 Ways Product Information Management (PIM) Improves the Customer Experience

7/18/20

How to Estimate the ROI of Your Customer Data

7/1/20

Women in Master Data: Rebecca Chamberlain, M&S

6/24/20

How to Personalise Insurance Solutions with MDM

6/17/20

How to Democratize Your Data

6/3/20

How to Get Buy-In for a Master Data Management Solution

5/25/20

How CPG Brands Manage the Impact of Covid-19 in a Post-Pandemic World

5/18/20

5 Steps to Improve Your Data Syndication

5/7/20

Marketing Data Quality: Why Is It Important and How to Get Started

3/26/20

Panic Buying: Navigating Long-term Implications and Uncertainty

3/24/20

Women in Master Data: Ditte Brix, IMPACT

2/20/20

Get More Value From Your CRM With Customer Master Data Management

2/17/20

Women in Master Data: Nagashree Devadas, Stibo Systems

2/4/20

How to Create Direct-to-Consumer (D2C) Success for CPG Brands

1/3/20

Women in Master Data: Anna Schéle, Ahlsell

10/25/19

Women in Master Data: Morgan Lawrence, Infoverity

9/26/19

Women in Master Data: Sara Friberg, Acando (Part of CGI)

9/13/19

Improving Product Setup Processes Enhances Superior Experiences

8/21/19

How to Improve Your Product's Time to Market With PDX Syndication

7/18/19

8 Tips For Pricing Automation In The Aftermarket

6/1/19

How to Drive Innovation With Master Data Management

3/15/19

Discover PDX Syndication to Launch New Products with Speed

2/27/19

How to Benefit from Product Data Management

2/20/19

What is a Product Backlog and How to Avoid It

2/13/19

How to Get Rid of Customer Duplicates

2/7/19

4 Types of IT Systems That Should Be Sunsetted

1/3/19

How to Reduce Time-to-Market with Master Data Management

10/28/18

How to Start Taking Advantage of Your Data

9/12/18

6 Signs You Have a Potential GDPR Problem

8/16/18

GDPR: The DOs and DON’Ts of Personal Data

6/13/18

How Master Data Management Supports Data Security

6/7/18

Frequently Asked Questions (FAQ) About the GDPR

5/30/18

Understanding the Role of a Chief Data Officer

4/26/18