What is a 360 Degree View of the Customer (Taking The Full Angle)

What Is A 360 Degree View Of The Customer (Taking The Full Angle)

  • Jan 07, 2021
  • 1250 words
  • 5 minutes read
Photo by elCarito on Unsplash

Customers are the lifeblood of every business. They are the reason why businesses continue to exist.

Even with a top-level marketing strategy, without real customers, your business won’t thrive in this fast-changing environment. That is why it is important to provide a better brand experience from the onset of a customer’s journey so they will keep on coming back.

And while you know how to please your customers, the advancement in technology has led to the complexities of customers’ touchpoints and even raised customers’ expectations from a brand.

Customers nowadays value personalization and want brands to know more about them. They expect businesses to readily give the solution they want even without detailing the specifics. Customers want brands to give intelligent responses as the technology evolves. 

But how do you provide intelligent responses to your target audiences given the complexities of today's customer journey? This is where a 360-degree view comes into play.

What is a 360-degree view of the customer? What are the benefits and how it is done? Let’s go down the road and take the full angle.

360 Degree View of the Customer

A 360-degree in Geometry means a full rotation, taking one complete circle around.

In digital marketing, a 360 degree means the same thing. It means being able to grasp everything around the brand with no blind spots.

When it comes to the 360-degree view of the customer, it means having a complete view of who they are. It means being able to see every angle of a customer’s interactions from the company, may it be online or offline, from the onset of knowing the brand until the moment he contacts the customer service for assistance.

A 360-degree view means being able to effectively capture data from various touchpoints and leverage this data to further provide value to customers. It is an end-to-end picture of the customer’s journey and experience including their behavioral attributes with the brand.

Read further: Touch-Point Marketing Explained

What You See in a 360-Degree View

From the term itself, a 360-degree view allows you to see the entire cycle of the buyer’s journey from his past experiences, to the present and even his future possible interactions based on his past behavior.

The 360-degree marketing tactic allows you to see how a customer interacts with your brand before and how he responds to your brand at the present time.

A 360 degree allows you to see and analyze data such as the campaign responses, purchase activities, product reviews, and interactions across multiple channels.

You would also be able to know who they are, where they are coming from, and their interests or preferences.

Benefits of 360-Degree Views

The idea of 360-degree views is geared toward the goals of understanding the customers more and delivering the right solutions according to their needs.

Successfully taking this strategy is important as it maximizes the chances of businesses to find new customers and engage them in a variety of ways.

Taking the 360-degree view of the customer is definitely the key to building long-lasting relationships and gaining positive endorsements from customers. Here’s how it specifically benefits businesses.

Enhances Predictive Analysis

A 360-degree view captures each customer’s interactions. By having this data, businesses are able to take a clearer picture of the customer’s behavior and map out a personalized marketing strategy.

The 360-degree view of past customer behavior will help businesses to accurately predict the customer’s future actions, on how he would respond to changing products, timelines, and campaigns.

Improves Relationship with Customers

A 360-degree view of the customers allows businesses to effectively segment their marketing strategies depending on the customers’ needs. Business owners and marketers are able to deliver the appropriate solution to the customers based on the data they get starting from the client’s past actions.

Taking this leap would eventually lead to a better customer experience and customer loyalty.

Read further: Unifying Your Customer Data Is The Only Way To Know Your Customer

Boosts Brand’s Identity

With the way digital businesses are coming down, it's critical not to keep up. Customers nowadays are demanding businesses to provide a good customer experience.

By having a 360-degree view of the customers, businesses are able to provide the experience the customers are expecting. This would eventually lead to customers’ trusting and endorsing the brand to people they know and to social media.

Reduce Costs

Getting 360 views of the customers may not be an easy task and may be costly, but the massive benefits you could get by employing this strategy would help you reduce the costs in your overall marketing campaign.

The comprehensive data would allow you to curate an effective marketing strategy and can possibly cut off all the ineffective techniques.

The 360-degree views of the customers would definitely help you create a more powerful marketing strategy in reaching your potential customers, thereby saving you from doing the marketing campaigns that are ineffective and short-term.

With 360-degree views, you can have all the data you need from the customer’s first point of interaction.

Read further: What Is A Customer Journey And How To Track It To Better Customer Experience

Building a 360-Degree View of the Customer

man taking photo in glass sphere

Knowing every journey of your customers, as well as, understanding their behavior is crucial in building customer loyalty and in delivering the right marketing strategy.

But how do you strategically get the 360-degree views of your customers? Here are three ways you can build a 360-degree view of a customer.

1. Exercise social listening

Social listening is the process of monitoring any mentions or discussions pertaining to your brand on various social media channels such as Facebook, Twitter, Linkedin, Instagram, and Youtube.

Customers nowadays tend to hang out on social media platforms and also tend to share their everyday feelings, even toward a known brand.

Listen to what your customers on social media are saying and update your personas to be able to come up with the appropriate actions based on those data.

2. Perform a data audit

Performing a 360-degree view of your customers’ journey provides you a lot of information that can be overwhelming if not segmented properly.

Make sure you organize the data accordingly. Develop a system that would help you spot the important data when you need them and would include all the information including the pre-existing data of a customer, may it be positive or negative.

3. Use software for seamless integration of data

There’s no better way of building a 360-degree view of the customer than having a tool that would not only help you in organizing the data but also streamlining your team’s actions.

CDP software is the perfect tool to help you track your customers’ interactions with your company. It helps your company better prevent data silos. It unifies your customers’ data into a single system that is accessible to other systems. It organizes customers’ information across channels and databases.

Bottomline

A successful 360-degree customer view is one that has the past, present, and future data of customer’s interaction with your brand. These details are crucial to creating effective buyer personas and building lasting relationships.

No matter what type of business you are into, it’s really important to truly understand the people you are serving.

By taking the 360-degree views of your customers, you are able to come up with a powerful marketing plan and gear your business up for continued success.

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