Elevate Your Marketing Strategy: The Value of Building a Customer 360 Solution

Siloed data and disconnected customer experiences is a nightmare for marketers. The modern marketer's reality is a paradox: information overflow coupled with insight drought. They're bombarded with data from various sources – website analytics, social media engagement, CRM records, email interactions – but struggle to connect the dots and paint a holistic picture of their customers.

87% admit they lack a single, unified view of their customers. This fragmented data landscape leads to wasted time, missed opportunities, and subpar customer experiences.

Explore the Customer 360 Solution – a game-changing approach that empowers marketers to unlock the full potential of customer data and delivers hyper-personalized experience at scale.

Customer 360 isn't just a solution, it's a transformation. By breaking down data silos and fostering a customer-centric approach, you can finally unlock the true power of your marketing efforts, driving growth, loyalty, and a future where your customers feel truly understood and valued. Let’s look ahead and understand the fundamentals of having a customer 360 view for business success.

What is a Customer 360 view?

A Customer 360 view, also known as 360 degree customer view, is a comprehensive and unified representation of a customer's interactions, transactions, and engagement with a business across various touchpoints and channels. It aggregates data from multiple sources like CRM, website analytics, social media engagement, industry reports, etc., to create a holistic and detailed profile of a customer/company, enabling organizations to better understand and serve their customers.

The data collected may include purchase history, interactions with sales representatives, customer support tickets, website visits, and engagement with marketing campaign.

Customer 360 view empowers B2B marketers to break down silos, gain deeper customer insight, and deliver personalized experience that drives growth and success.

Key elements for achieving a 360-degree view of your customers

According to a recent survey by Gartner, only 14% of businesses have been able to achieve a 360-degree view of their customers. As per the report, the respondents who have achieved the view have called out Customer Data Platform (CDP) as their preferred technology to achieve it. However, many are still exploring other platforms.

To be able to analyze your customers and use all the available data correctly it’s crucial to analyze what elements suit your business needs. Therefore, defining what a 360-degree view means to your organization becomes even more important.

Here are some of the key elements that help organizations gather, integrate, and analyze customer data from multiple sources:

1. Data integration

• Data sources: Gather information from diverse sources such as CRM systems, marketing automation platforms, sales databases, customer service applications, and any other relevant data repositories.
• Data quality: Ensure data accuracy, consistency, and cleanliness through data cleansing, deduplication, and validation processes.

2. Data storage and management

• Centralized database: Store integrated customer data in a centralized database or data warehouse for easy accessibility and retrieval.
• Scalability: Design the solution to handle large volumes of data and accommodate future growth.

3. 360-degree customer profile

• Unified customer view: Create a comprehensive and consolidated customer profile that includes demographic information, transaction history, communication preferences, interactions, and any other relevant data points.
• Real-time updates: Enable real-time updates to ensure that the customer profile remains current and reflects the latest interactions.

4. Data governance and security

• Compliance: Adhere to data protection regulations and compliance standards like GDPR and CCPA to ensure the security and privacy of customer information.
• Access controls: Implement role-based access controls to restrict data access to authorized personnel.

5. Analytics and insights

6. Integration with business systems

• Connectivity: Integrate the Customer 360 solution with other business systems such as marketing platforms, sales tools, and customer support applications.
• APIs and connectors: Utilize APIs and connectors to facilitate seamless data exchange between the Customer 360 solution and other systems.

7. Customer engagement tools

• Marketing automation: Integrate with marketing automation tools to enable personalized and targeted marketing campaigns.
• Sales enablement: Support sales teams with relevant customer insights to enhance sales strategies and interactions.

8. User interface and accessibility

• User-friendly interface: Provide an intuitive and user-friendly interface for easy navigation and interaction with customer data.
• Mobile accessibility: Ensure accessibility to various devices, including mobile devices, to support on-the-go decision-making.

9. Customer journey mapping

• Mapping touchpoints: Identify and map customer touchpoints throughout the entire customer journey.
• Automation of workflows: Implement automated workflows based on customer interactions to enhance the customer experience.

10. Continuous improvement

• Feedback mechanisms: Establish mechanisms for collecting feedback from users and stakeholders to identify areas for improvement.
• Adaptability: Design the solution with flexibility to accommodate evolving business requirements and changing customer needs.

Benefits of Customer 360 for B2B marketers

Marketers know that understanding customers' needs, preferences, and behaviors is the key to creating impactful campaigns and driving engagement. Yet, without a unified view of customer data, it's challenging to gain actionable insights and deliver targeted messaging effectively.

The Customer 360 Solution addresses this challenge by consolidating data from multiple sources into a centralized platform. Following benefits explain why customer 360 is a win-win for B2B business:

1. Personalized campaigns: With rich customer insights at their fingertips, marketers can create highly personalized campaigns tailored to individual preferences and behaviors. From targeted email sequences to personalized product recommendations, personalization drives engagement and conversion rates.

2. Improved marketing efficiency: A Customer 360 Solution streamlines marketing operations by providing a single source of truth for customer data. This eliminates manual data reconciliation, reduces campaign setup time, and enables marketers to focus on strategic initiatives that drive results.

3. Data-driven decision making: Armed with actionable insights derived from the Customer 360 Solution, marketers can make informed, data-driven decisions that optimize campaign performance and drive ROI. Whether it is refining audience segmentation, optimizing ad spend, or identifying high-value customer segments, data-driven decision-making is the key to marketing success.

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4. Effective account-based marketing (ABM): For B2B marketers engaging in account-based marketing, a Customer 360 view is essential. It allows for a deep understanding of the entire organizational structure, decision-making processes, and historical interactions within the target account. This knowledge helps in crafting personalized and targeted campaigns for specific accounts.

5. Improved customer experience: A comprehensive view enables better customer service by providing representatives with a complete history of the customer's interactions. This can lead to more efficient issue resolution, increased customer satisfaction, and long-term loyalty.

How does Customer 360 enhance ROI for business?

Implementing a Customer 360 Solution delivers tangible business benefits that directly impact marketing performance and ROI. From delivering personalized campaigns, improving marketing efficiency, to driving data-driven decision-making, marketers can achieve:

• Increased engagement and conversions: Personalized campaigns drive higher engagement and conversion rates, leading to increased revenue and ROI.
• Enhanced customer retention: By delivering relevant, timely messaging, marketers can improve customer satisfaction and loyalty, leading to higher retention rates.
• Gain competitive advantage: Organizations that leverage a Customer 360 Solution gain a competitive edge by delivering superior customer experiences and outperforming competitors in the market.

What next?

Customer 360 isn't just a shiny new tool; it's a game-changer for marketers seeking true customer understanding and growth. The journey towards elevating your marketing strategy begins with recognizing and addressing the challenges of siloed data and identifying areas of improvement.

As businesses explore the fundamentals of Customer 360, it's evident that achieving a comprehensive view of customers requires a strategic blend of data integration, governance, analytics, and continuous improvement. However, being able to manage data at such a large scale can be overwhelming. Therefore, having a trusted and experienced partner like Altudo by your side can make the process seamless and beneficial.

So, write to us at marketing@altudo.co and discuss how you would like to have a 360-degree view of your customers. Our experts will help you craft a tailored solution that not just drives marketing conversions but also delivers exceptional customer experience.

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