In the always-on world of ecommerce, most business owners know that understanding customer behavior is one of the key ingredients to success. But getting to know your customers inside and out can be tricky if their information is stored in more than one location.
That’s why it’s so important to establish a central database, or “single source of truth,” where all customer data is managed and stored. This source of truth is known as “a single view of the customer,” and it’s like having an all-access pass to a customer's inner world.
Think of it like this: Each customer data point is like a puzzle piece, and the central database is the box where all of the pieces are kept. However, instead of loose puzzle pieces tossed in a box with no sense of organization, a database categorizes and organizes pieces of customer data into searchable categories and subcategories for precise retrieval and exploration.