Understanding customers and how they spend is the nut to crack. If it could be achieved on a consistent basis then retailers and brand owners would be in heaven.

Huge sums are invested to harvest customer information to learn what that customer represents in terms of value to the retailer, value here being a monetary value.It’s about customer profitability.

Single View is the new marketing buzz word and it looks like it’s going to play an increasing role in the marketing mix.Analysts predict that those retailers not embracing the new vibe will be the ones that get left behind.

Customer experience feedback is a vital part of how the single view is arrived at and highlights the need to ensure that the whole process of the customer journey is evaluated not just a few well worn KPI’s.

How many other sectors could embrace this single view concept? There is certainly scope for most companies to get to grips with this approach.

All companies know who their customers are, most companies know the frequency their customers engage with them and the average transaction.Customer research can drive sales opportunities if undertaken on a regular basis.

Research doesn’t need to be massively complicated to deliver results.Attracting back lapsed or lost customers could make a significant impact on incremental revenue and self fund the research.