Having a 360-degree view of the customer means having real-time access to everything that’s knowable about each customer in one place; that is, maintaining what some companies call a “golden record” for each customer. The data that comprises a single view of the customer will be unique to you based on what’s important to your business. It should include first-, second-, and third-party data from internal and external systems and channels, such as:
Call center transcripts
CRM systems
Email
Loyalty programs
Preference centers
POS systems
Social media
Website activity and behavior data, including shopping cart data
These data sources may be batch or streaming; both will support real-time data access.