A 360-degree view of a customer starts with data collected from multiple data sources, including website visits, purchases, and engagement. All this data can be used to create an aggregated profile that gives businesses a comprehensive understanding of their customers' behavior – from first contact to purchase and beyond. This provides companies with invaluable insights into their customers' journey, empowering them to personalize customer experiences and increase customer loyalty.
Therefore, we can define a 360 degree customer view as an aggregation of all available customer event data. It is founded on the idea that companies obtain a more complete understanding of customers when they consolidate data from the various customer touchpoints throughout the customer journey. The 360-degree view of the customer gives a company an all-encompassing look at what their customers experience and feel throughout every stage of their journey.
The 360 view of customer data is steadily gaining traction even though only 5% of enterprises have figured out how to leverage a 360-degree customer view for growth. According to a recent Harvard Business Review survey, 45% of respondents said their organizations hope to achieve a unified customer view across all channels.