A single customer view is a necessity in today’s landscape. How much do we really know about our customers? How much better would we be at engaging with our existing and new customers, if we enriched that data?
So the big issue we have in our market is the fact that our customer data is spread across a number of legacy systems. The first port of call is to say how much better would it be if we had a single customer view. Even at that point how much do we really know about our customers.
How much better would we be at engaging with our existing customers and our new customers if we could enrich that data profile with greater factual information, greater life style information and greater propensity data as well.
The game has changed, it is now no longer acceptable to market people like you. It is just you. The market needs to respond.