The word says it all: the 360-degree customer view gives you a complete picture of your customer by collecting customer data across all contact channels. But how do you ensure that you get such a complete picture of your customer?
Your customer contacts your company through different channels for questions, support and to buy products. To help him or her in the best possible way, you therefore want a complete insight into all customer communications. This will help you to better respond to the customer’s needs.
Why is the 360-degree customer view hot?
With the advent of various technologies such as mobile devices, video support, online communities and social media, there are a huge number of contact channels to be maintained. Customer contact is becoming easier and more accessible, but for companies keeping an overview of customer data from all these channels is becoming increasingly complicated. If you have this process in order, you can therefore excel in the field of User Experience and take a lead on your competitors.
But of course you don’t get that insight 1,2,3. A 360-degree customer view requires consistent effort, a gradual process and a good plan. We give you 7 tips to gain insight into the 360-degree customer view.
1. Use the right tools
To obtain a 360-degree customer view, you must use the right tools. These include webcare solutions that track exactly what is being said about your company on social media and capture direct contact through these channels, customer contact software (or even call centre software) for handling contact across all channels, and analytics tools that predict what customers need.
For an up-to-date and accurate picture of the customer, it is important that you integrate these tools with each other as much as possible. Often, you can use an API for this whereby customer data is sent back and forth. There are also suppliers who provide far-reaching integrations that allow the data to be merged immediately.
2. Ensure that your data is of good quality
To get an accurate picture of the customer data, it is important that the data you collect is of good quality. This means that you have to make sure that the data is not duplicated, that it is up to date and that it does not contradict each other.
3. Make use of big data analysis
The 360-degree customer view also requires a big data analytics strategy to combine structured data, or data that resides in the rows and columns of a database, with unstructured data such as the data coming in through social media. When you aggregate customer data, you can identify issues that affect your data quality and implement stronger data governance. However, it makes no sense to use different tools for sales or customer service, for example, as they are essentially dealing with the same customer.
4. Make sure you know what customer data you need
What information do you need for the purpose you have in mind? Of course you need to stay within the rules of the AVG and ethical code of conduct. For example, if you have an insurance company, a customer’s family situation may be more important than his education. Always ask yourself what you need the customer data for, to avoid collecting useless data. With the right data, you can personalise your customer experience in various ways.
5. Find out what customers want to share with you
This is where integrity and sensitive data meet. Consumers may expect personalised messages and experiences with digital tools, but they want to have consented to it. Nobody wants you to follow what they do on social media unless they approve. Do a survey of your customers. Ask what they want and figure out a way to include that in your data collection.
6. Make sure everyone is involved
A 360-degree customer view is more than a technological process – it’s about people. You’ll need to involve the important key people in sales, marketing and customer service and work closely with them to create the perfect customer view. Remember that getting a good customer view and complete customer data is an inter-departmental effort. It’s not going to work if your departments are tucked away. And it’s certainly not going to work if you just put it in IT’s hands and ask them to match, merge and clean up the data or pull a report.
7. The 360-degree customer view is never complete
Because each report is likely to generate more questions than answers, implementing the 360-degree customer view remains an ongoing process. It is never complete and therefore not a project with a beginning and an end.
Want to know more about the 360-degree customer view and how our solution helps? Then please contact us.