360-degree customer view

Building a 360-degree view of the customer provides benefits to businesses across various sectors, whether it is a retailer, a healthcare provider, or a bank. The reality is that as more and more customers expand their digital footprints, they create a pool of invaluable data about their customer journey––from data on recent purchases to day-to-day interactions with the brand.

What does a 360-degree view show?

Think of the 360-view as a crystal ball. When you look inside you can see the past, present, and future of a customer’s relationship with your brand.

The past

How have consumers interacted with your products or services before? A 360-degree view of your customer means that you can see their history and find meaningful and easily digested facts about the consumer. This includes elements such as:

  • Product/service activity
  • Interaction history across all channels
  • Campaign activity
  • Process history

The present

When a customer reaches out, regardless of the channel used, a company needs to know what’s going on with their account and their stage of the buying cycle. Being up to speed on present behaviors of customers means organizations need to track customer information:

  • Who are they?
  • How do they relate to the organization?
  • Is there a recent order or current issue recorded that a customer service agent should be aware of?

The future

By analyzing what customers have previously or presently looked at, marketers and sellers can predict future buying behaviors and create a plan that addresses pain points and queries.