by twieberneit | Feb 4, 2021 | Blog |
Everyone (and their dog) tells you that you need a 360-degree view on your customer, right? According to Techtarget, the “360-degree customer view is the idea, sometimes considered unattainable, that companies can get a complete view of customers by aggregating data from the various touch points that a customer may use to contact a company to purchase products and receive service and support.” And you are fully sold to this famed concept and term. In this case, I am sorry for spoiling your day. You in all likelihood do not have it, you do not need it, and here’s the kicker: You do not want it. The 360-degree view on the customer is just another case of too many people using too many too big words. You are asking why? Let me explain. I fully get it. The customer is your North Star, the guiding light, the one reason for your company to exist. Your company is customer centric, you are looking outside-in. Your company’s purpose includes to help your customers fulfilling their needs and desires, thereby making a profit. And you are successful doing this. No doubt, you are on the right way. And indeed. What is needed to follow this way in reality involves collecting data about your customers. A lot of data. Master data, transactional data, behavioral data, consent data, structured and unstructured; you name it. Over time, this becomes a veritable treasure trove, if collected and used correctly. Even if not. When doing it right, you have already broken down many, ideally all, of the data and organizational silos that prevent you from communicating with...
