If You Don’t Know Your Customer, You Won’t Know How to Serve Them - Whitepaper on the Single Citizen View
If you don’t know your customer, you won’t know how to serve them.
This may sound obvious, but it’s a harsh fact that far too many public sector organisations in the
hold sub-standard and fragmented data on their customers - taxpaying citizens. And this has a direct and significant effect on the quality of services. Indeed, a recent report by the Audit Commission suggested that “at its worst, when public bodies hold inaccurate, incomplete or out-dated data, it not only affects the quality and cost of services – it can lead to tragic consequences”.
Effective Customer Relationship Management (CRM) demands the creation of a single, complete, accurate view of customer information. Organisations have spent significant time and money building CRM systems only to find that the desired “single customer view” (SCV) eludes them. The complexities of handling customer data from multiple sources are hard to resolve and, in today’s connected world, customer information degrades rapidly.
This paper looks at the issues and drivers that underpin this crucial part of CRM and emphasises the importance of good data management. It also shows how public sector organisations can and do use the SCV to prevent fraud.
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