The goal behind Customer 360 was to create a comprehensive and accurate image of each customer by adding all the structured and unstructured data of each customer from your whole company. You may develop wondrous customer experiences with this unified information, customize consumer interactions and develop better customer insights.
The issue is that consumer data exists across touch points in various databases (e.g., in-store data, via the web, social media, and telephones), regions, and product lines. When these systems are not synced, duplicates and inconsistencies are inevitable.
Customer 360 View
Customer 360 doesn’t want to create a new database including all your client data. You do not have to duplicate all your information. Instead, you maintain chosen information for quick access in the Customer 360 database and connect records to the source databases. It also doesn’t construct a single view of the customer.
The most significant difficulty for customers of 360 is to correctly identify all records of a particular client due to incoherence across databases and poor data quality. With a 360 degree perspective of your client, you can lead to a more effective customer management approach.
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Too frequently, what is called “recency bias” may affect how we handle a client.
This implies that we tend to depend on our recent consumer conversations to determine how we manage them. But the last discussion does not provide a complete picture of our connection, so it is simple to choose the incorrect route theoretically or, worse, to lose possible sales chances.
Single Customer View
A single view is a way of collecting and combining all the data about your prospects and customers in a single record. By integrating all information about your consumers in one place, you receive a comprehensive picture of every activity you have carried out – on your mobile phones, on your website, or in your physical shop.
Unify client information to all corporate systems capture the actions of each client across all your channels and devices. Use this information to interact with each client smoothly across contact points to enhance data accuracy and improve customer service; for instance, a worldwide hotel brand reconciled low quality with contradictory customer data.
This hotel company is now learning about client interests using unified data so that employees can cover every corner of its facilities. For instance, staff members may provide a list of nearby studios and class hours to a visitor enthusiastic about yoga, present a list of when they check-in, local hotspots to sports enthusiasts, or just store the minibar with a guest’s favored drinks. The result has been an overall improvement in customer satisfaction and an increase in their life.
Single customer view benefits
1) Cleaner data – You may eliminate information silos with an integrated system, frequently leading to data duplication.
2) Collect more significant insights – When you have a good map of your client journey, you can better understand how your campaigns work and identify areas of improvement.
3) Assign the appropriate channels with the proper credit – Proper attribution is an important problem in public tracking. You may determine the best and worst channels for future campaigns by using an SCV.
Who is the Better?
When we talk about customer 360 vs single customer view then although a single customer view is often termed the 360-degree customer view, it is not the same as the 360-degree customer view. The difference is that Single Customer View concerns the display of customer information. However, Customer 360 data may provide numerous single customer views.
It may be a single screen or report comprising information from many sources on a particular client. For instance, a customer ID number may be used to get data housed independently in the sales, financial, and customer support databases. The data itself may be synced or not. SCV can only meaningfully collect consumer information from people who need it at the moment they need it.
Different departments or people typically need the same consumer to see differently. For instance, a sales agent may see a chosen information package while a customer care agent can display a separate but overlapping information set.
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The idea is that, without adopting Customer 360, you may build one-customer views from chosen customer data by collecting information from several sources. This presents a danger of not synchronizing data from several databases and being inconsistent with the data on the same screen.