Lack of single customer view and associated insights

Many large organisations have strived to achieve a genuine single customer view. Single Customer View projects are difficult – integrating and dovetailing ERP and CRM data and knowledge can represent a major investment and a project lifecycle spanning several years.

At SEMA we assume the position of your end customer. “I want you to aggregate all the information you have about me, in the most data granular way, overlay analytics and modelling and then communicate with me in a relevant and knowledge-based way so that I can better and more effectively use your services… and I only care about the benefits to me!”

SEMA develops functional Single Customer View solutions which enable organisations to better harness customer data. Development of a functional Single Customer View solution means that your organisation can engineer rolling, automated and highly complex and segmented multi-channel programs that benefit your end customer.

Customer complexity – behaviourally, communication-wise and the overt demand that an organisation “knows me” means that a customer segment really only contains one individual record. This can only be achieved by developing a functional and reliable Single Customer View solution.

Developing and using deep customer insight can change a business and fundamentally underpin customer acquisition, retention and growth. It enables up-sell and cross-sell and propensity to buy modelling to ensure more effective Marketing spend.

Speed to market is also critical – developing solutions for emerging customer needs and refinement of current offerings, marketing and execution should be measured in weeks… not months.