The Retailers’ Guide To Creating A 360-Degree Customer View
In retail, what you don’t know can hurt you. Incomplete, inaccurate or disorganized customer data leads to poor customer experience, dismal CSAT scores, misallocated marketing budgets, high customer churn, low ecommerce conversions and a host of other ills. Is it any wonder then, that building a complete, actionable picture of each customer has become an obsession among customer-obsessed brands?
A 360-degree customer view, often called a single customer view is an aggregation of all of the data you have on an individual customer culled from the various touchpoints they have with your brand and pulled together to provide a complete (or as complete as possible snapshot) of that shopper and their behaviors and preferences, including purchase history, website visits, support inquiries, channel usage, etc. The goal of the 360-degree view is to leverage this data to increase the effectiveness of marketing efforts, boost sales and ultimately drive bottom-line revenue.
