Single customer view

Know who your customers are, their interests, and what drives them.

Gareth Burroughes avatar
Written by Gareth Burroughes
Updated over a week ago

The Single customer view brings together all the up-to-date, actionable and real-time data you have on a customer and lets you instantly access it in one single location.

Covering everything from Engagement to Ecommerce, the Single customer view enables you to gather the correct data to engage with your customers using one-to-one, hyper-personalised campaigns and content.


Before you start

Things you need to know:

  • Check you have all the correct permissions to make the most of the Single customer view.

  • By default, the Single customer view filters data from the last 30 days. Depending on your account package, you can edit the date filter to a predefined date range, or a custom date, and see up to one year’s worth of data.

To discuss your account package, contact your Customer Success representative.


Use the Single customer view

The Single customer view is made up of six informative sections of data:

  • Customer information

  • Customer predictions

  • Channels

  • Membership

  • Sales

  • Engagement

  • Activity timeline and Recent orders

Overview

The overview shows you the core data about your contact.

Data

Description

Name

The contact's full name

Created

The date the contact was added to your account

Subscribed

The date the contact subscribed to your communications

Predictions and personas

Data

Description

RFM

The RFM persona of the contact.

eRFM

The eRFM persona of the contact.

Purchase phase

Where the contact sits in the buying cycle.

Contact scoring

The customer's contact score label.

Purchase phase

The purchase phase of the customer

Predicted next order

The next date the customer may be likely to make a purchase.

Churn risk

Predicts the percentage chance that the customer will churn.

Churn is when a customer has stopped using your company's product or service during the current time frame.

Predicted CLV

Predicted lifetime order value of the customer.

Predicted orders

Predicted numbers of orders the customer may make.

Optimised send time

The send time the customer is most likely to engage with your campaigns

Channels

The channels section shows the channels available to communicate with this customer.

Data

Description

Channel type

The type of communication channel available, for example, Email.

Channel identifier

The customer's unique channel identifier. For example, their email address or mobile phone number.

Status

The opt-in status of the channel

Membership

The membership section shows you the lists, segments, programs, and marketing preferences your customer is enrolled to.


Sales

The sales section shows you six tiles of data relating to your ecommerce transactions with the customer.

Data

Description

Last order value

The value of the last order the customer made from your store

Last order date

The date the customer made their last order from your store

Avg. time between orders

The average time that passes between the customer’s orders

AOV

The average order value of the customer’s orders

Total revenue

The total revenue from all the customer’s orders

Number of orders

The number of orders the customer has made in your store


Engagement

The engagement section shows your five tiles of data showing how the customer engages with your communications.

Data

Description

Number of emails sent

The total number of emails sent to the customer during the selected date range

This data does not include transactional emails

Last email send

The date you last sent an email to the customer

Last email open

The date the customer last opened one of your emails

Last SMS send

The date you last sent an SMS to the customer

Last SMS click

The date the customer last clicked a tracked link in an SMS

Last visit date

The date the customer last visited your site

Number of visits

The number of times the customer has visited your site


Activity timeline, recent orders and product recommendations

The Activity timeline, Orders history and Product recommendations tabs are displayed in the bottom section of the Single customer view. To switch between the three, select the relevant tab.

Activity timeline

The activity timeline shows all the latest activity of your customer from the last 30-days. To view more details about an activity item, select VIEW.

Recent activity shown on the activity timeline:

Activity type

Description

Email sent

Shows Emails sent, and when the customer opened and clicked those emails.

Transactional email sent

Shows Transactional emails sent, and when the customer opened and clicked those emails.

Order placed

Shows when the customer placed, cancelled, and returned an order.

Form submitted

Shows when the customer submitted a form.

Site visit

Shows when the customer visited your site and viewed pages.

Products viewed

Shows the products and pages a customer has viewed on your website, and the amount of time spent doing so.

Filter your customer activity

You can filter the Activity timeline by activity type – Email sent, Order placed, and Site visit.

To filter the Activity timeline, select Filter, then turn on or off the toggle switch for the activity timeline items you want to see or hide.

Orders history

The Orders history tab shows all of a customer’s orders within the last 30-days. To see more details about any orders in the Recent orders, select VIEW.

Data

Description

Order number

The order number of the order

Date

The date the order was made

Status

The status of the order

Discount code

The code used for any discounts or offers

Total

The total cost of the order and the currency used

Product recommendations

The product recommendations tab shows you customer-centric product recommendations. This includes:

Best next and Lookalike product recommendations must first be created using the recommendation builder for the Product recommendations tab to display data.

Product-based recommendations such as Most viewed are not available in the Single customer view.


Look-a-likes segment

If you find a perfect customer on the single customer view, you can generate a segment based on their profile to collect more contacts like them.

Generate a look-a-likes segment

  1. In the top-right of the customer’s Profile page, select GENERATE LOOKALIKES SEGMENT. This automatically creates a segment with rules to help find contacts most similar to the currently viewed customer.

  2. If required, you can create, edit and remove the segment’s rules to make it more personalised.

  3. Select GENERATE SEGMENT.

Learn more in Create a segment.


Make the most of the Single customer view

Here's a handy checklist to make sure your account is optimised to make the most out of the Single customer view.

  • Ensure your integrations are set up correctly and sync all relevant data to your data fields and insight collections.

  • Set up Web behavior tracking to capture your contacts' browsing data.

  • Review your data fields to make sure you're capturing all the information you need.

  • Review your Marketing preference centre to make sure customers can access it easily and that you're capturing valuable data that helps with your marketing strategies.

  • Consider sending out a survey to existing customers to capture any required data you might be missing.

  • Set up ROI tracking for improved email reporting.

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