Why It’s Key to Marketing Integration in the Philippines
Online, offline, through sales teams, in-store staff, social media, email, Viber groups, PR campaigns… Your brand talks to your customers everywhere!
The challenge now is that these interactions often live in silos, making it hard to see who your customer really is.
That’s where a Single Customer View (SCV) comes in.
What is it, and how can it help your brand deliver a seamless, personalized customer experience through integrated marketing communications (IMC)?
What Is a Single Customer View (SCV)?
A Single Customer View is a unified, real-time profile of each customer based on all their interactions with your brand across channels and touchpoints.
It answers questions like:
- What ads has this customer seen?
- Have they bought anything before?
- Did they attend a recent event?
- What are they saying on social media?
- Are they subscribed to your newsletter or loyalty program?
SCV combines these fragmented pieces into one actionable profile, allowing you to target, engage, and support your customers more effectively.
Why SCV Matters in the Philippine Market
In a market like the Philippines, where buying behaviors are relationship-driven and highly mobile, building a single customer view allows you to:
Personalize Marketing at Scale
We appreciate personalized experiences. If you know someone prefers Viber over email or shops during payday weekends or double-digit sales, you can tailor your messages for better results.
Avoid Overlapping or Confusing Campaigns
SCV helps you avoid mistakes like sending a birthday discount twice or advertising a product someone already bought. That kind of smooth experience builds brand loyalty.
Integrate Offline and Online Touchpoints
A customer may:
- Inquire via your Facebook Page
- Visit your physical store
- See your physical ad or receive a flyer from a brand ambassador
- Join your promo via a QR code after you’ve joined a local fair
SCV connects these dots into a single journey.
Comply with Data Privacy Laws
The Philippines’ Data Privacy Act requires brands to manage customer data responsibly. With a central, secure SCV system, you minimize the risk of duplicate or outdated data.
How to Build a Single Customer View
Creating an SCV may sound technical, but it’s possible even for small- to medium-sized businesses with the right steps.
1. Consolidate Your Data Sources
List all your customer touchpoints:
- Website forms
- CRM or sales tools
- Email marketing platforms (like Mailchimp)
- Social media inboxes (Messenger, Instagram DMs)
- E-commerce systems (Shopee, Shopify, WooCommerce)
- Offline interactions (event signups, loyalty cards, mall activations)
Then, identify how these data points can be merged.
2. Use Unique Identifiers
Assign a unique ID to each customer to help match data across systems. This could be:
- Email address
- Phone number
- Loyalty program ID
Even if they use different platforms, the system can unify their activity under one profile.
3. Choose the Right Tools
You don’t need an expensive enterprise setup. Tools available locally include:
- HubSpot (for centralized data)
- Zapier or Make (for connecting systems)
- Google Sheets or Airtable (for basic database management)
- Customer Data Platforms (CDPs) for more advanced businesses
4. Clean and Update Data Regularly
An SCV is only useful if the data is accurate and up to date. Assign someone to:
- Remove duplicates
- Standardize formats (e.g., “Metro Manila” vs. “NCR”)
- Merge incomplete records
Set regular check-ins (monthly or quarterly) for data cleaning. Better yet, work with a PR agency to systematize this whole thing! You can focus on running your business.
5. Visualize the Customer Journey
Once you have a functioning SCV, you can map out where each customer is in their journey:
- Awareness (ex. new lead from Facebook Ad)
- Consideration (ex. visited your site or shop 3x)
- Purchase (ex. bought via e-commerce platform)
- Retention (ex. redeemed loyalty points)
This allows your PR, marketing, and customer service teams to coordinate their messaging.
6. Integrate With Your IMC Channels
Now that you have a unified view of each customer, you can:
- Personalize email and SMS campaigns
- Segment ads based on real behavior
- Send post-purchase surveys or product recommendations
- Invite high-value customers to exclusive events
- Know when NOT to repeat messaging
This makes your IMC not just coordinated, but coherent and customer-focused.
IRL: Ming Sing Florida Water
When Ming Sing launched their signature florida water and a slew of other wellness products in the Philippines, they took an IMC approach, which included PR, and executed in the following channels:
- Pre-event and post-event PR seeding
- A nationwide digital promo
- An e-commerce launch day sale
- An intimate launch event with influencer attendance (including Ayn Bernos!)
- An influencer campaign on TikTok
With an SCV, and with NGP as the agency partner, potential opportunities would have been to:
- Know if a customer saw the social media content push then bought via e-commerce
- Avoid retargeting someone who already joined the promo
- Send product usage tips post-purchase via Viber
- Track repeat purchases across different platforms
This strategy would lead to better targeting, better ROI, and an overall better brand experience.
How We Can Help
As your PR and IMC agency of choice, NGP IMC can help you:
- Audit your current systems and recommend SCV setup tools
- Help centralize your communications and customer data
- Translate customer behavior into insights for campaigns
- Create data-driven content strategies that feel personal and localized
- Help ensure compliance with data privacy regulations
Let’s bridge the gap between strategy, tools, and messaging, so you’re collecting data safely, and you’re using it meaningfully.
Clarity is Power with an SCV
In an increasingly fragmented media and consumer environment, clarity is power.
A Single Customer View gives you the clarity to understand each customer’s journey. We’re not just looking at isolated moments, but a full relationship.
We know how much personalization and “customer care” matter to your brand as major drivers of loyalty. Building an SCV empowers your entire IMC strategy to work smarter, not harder.
If you want to future-proof your marketing and unlock the full power of integration, it’s time to invest in a single, actionable view of your most important asset: your customer. And if you want it done well, work with a PR and IMC agency with almost 30 years of experience. Work with NGP IMC today.