As a business grows, it gathers more data about its customers and target audience. This data is highly valuable and drives all the company’s decision-making processes.
However, data is only useful and valuable if it’s error-free, accurate, and easy to access. Collecting data from multiple sources makes it difficult to maintain a high-quality database.
Unifying data from multiple sources is a great way for a business to improve data quality and learn more about its customers. When data is collated into a central platform, it creates a 360-degree customer view.
A 360-degree customer view refers to a collection of all the data points a company has about a particular company.
It may include data about a customer, including the following:
With all of the above information, a business can easily create customer profiles that provide team members with easy access to a customer’s data at any moment in time. These profiles can be updated in real-time (manually or automatically) to ensure all data is accurate and error-free. A 360-degree customer view adds context to data points and streamlines all marketing and customer service-related processes.
A business may use a high-quality Customer Data Platform, such as the Adobe CDP, to unify its data and build a cohesive and extensive database for its customers. The unification of data streamlines the process of creating a 360-degree customer view for each member of a business’s target audience.
A CDP makes all customer data accessible from a central hub, where staff members can see a customer’s messaging history and purchasing behaviours to resolve inquiries and concerns.
Currently, just 10% of businesses have a 360-degree customer view, which is a surprising statistic considering its many benefits.
The implementation of 360-degree customer views can aid businesses in the following ways: