But once CSPs achieve a complete customer view, they have to know what comes next. Every customer interaction is an opportunity to sell more, build brand loyalty, and increase customer satisfaction. So start with one customer touchpoint, bring in stakeholders from all of the teams included in that touchpoint, and design ways to improve it using the single source of customer truth — from start to finish.
Then, ensure every employee feels integral to the process. Enable every department to share, collaborate, and deliver integrated experiences down to the most junior employees. Share goals and KPIs with peers outside your team — even those that don’t normally work together. Explore ways to help each other, encourage cross-functional collaboration, find goals worth sharing, and make that data actionable.
This unlocks the ability to understand what customers need, when they need it, and why. But CSPs can’t develop and implement this complete customer view without rethinking how they organise, access, and make use of their data.