CUSTOMER 360: Meaning, Salesforce, Platform & Degree Views

Generally, one of the basic responsibilities of a business involves satisfying consumers to promote ongoing growth regardless of the industry you’re in or the level of business maturity. Besides, satisfied clients are more likely to purchase more of your goods and services, recommend you to others, and continue staying loyal to your company. One way to deliver such success is through customer 360. With Customer 360, you can connect your marketing, sales, commerce, service, and IT departments, hence collaborating with each other to increase productivity, improve efficiency, and cut expenses. In this guide, we discuss Customer 360 in regard to Salesforce and Informatica and how you can achieve a 360-degree view while also creating customer magic from a trusted platform.

Concept of Customer 360

The concept of “Customer 360,” which refers to having a single perspective of all your customer data, is very popular in trade magazines, among analysts, and even in the mainstream media. However what basically is a “Customer 360 “?

Customer 360 is a 360-degree view of a customer’s history, including their inquiries, purchases, and support requests. Also, it indicates that every department in the business has access to the same account of the truth regarding the client.

According to recent data, nearly half of the businesses are investing in tools and technology with the goal of creating “a single unified perspective of the consumer.” The key takeaway is that individualized service and a customer 360-degree view go hand in hand.

Although the concept is far more limited than master data management (MDM), it is simple to understand why it has become more and more popular with IT experts, the corporate community, and general periodicals.

Businesses are collecting exponentially more consumer data today, and when this data moves around the company, it generally gets fragmented, duplicated, inconsistent, incomplete, unregulated, and out-of-date.

When you consider that there could be thousands of client records (not to mention dozens of touchpoints with each customer), it is simple to understand why businesses struggle to provide straightforward answers to questions like;

Who are my most lucrative clients?
Where do I have the opportunity to upsell and cross-sell to existing customers?
Which of my marketing initiatives are encouraging customers to make more purchases?
How can my customer service be enhanced?

Hence, businesses are increasingly using the concept of a Customer 360 to fully identify and understand their consumers in order to boost sales, cut expenses, find inefficiencies, and enhance customer satisfaction.

What Are the Objectives of Customer 360?

Customer 360’s ultimate objective is to eliminate silos and fragmented data and establish a single customer data hub so you can develop linked, tailored customer experiences and improve your business processes.

Companies are fostering growth by gaining a concrete 360-degree view of their customers thanks to advancements in data analytics. Every customer’s relationship with your organization is unique; since customers want a brand that knows them, businesses must tailor their offerings to each individual client.

Consumer awareness
Enables predictive analysis
Prescribe customer alignment

What Is Another Name for Customer 360?

The concept is one with many different names, including “golden record,” “single customer view,” “unified customer view,” and “customer 360-degree profile.” Although these terms are different from one another, they all ultimately mean the same thing.

What Is an Example of Customer 360?

Unifying transaction data with marketing interactions is an example of a 360-degree customer view in action. As a visitor arrives on a website, they interact with consumer touchpoints like social media, forms, and product pages to start building a profile of them.

How Do You Achieve Customer 360?

The 360-degree customer view is the sometimes-considered-impossible notion that businesses may obtain a comprehensive picture of their consumers by combining information from all possible points of contact that a client might make in order to make a purchase, receive service, or get support.

Businesses must modernize their data architecture, detail customer journeys, and fill in data-collecting gaps in order to achieve a 360-degree view of their consumers. They will be able to stay up with current changes and be adaptable to future ones by doing this.

Who Owns Customer 360?

Customer 360 is an operator of a cloud-based customer analytics platform in Doncaster, United Kingdom.

It is acquired and merged as an operating subsidiary of Interactive Intelligence Group which serves as its parent Company. Former investors include Avenues India, Ebrandz as well as Vishwas Patel.

Customer 360 Salesforce

Salesforce Customer 360 is a comprehensive portfolio of technology and services that enable businesses to bring teams together around a common understanding of every customer, not just one specific product.

Salesforce Customer 360 is a set of resources for integrating many Salesforce apps into a single, unified customer profile. The features of Customer 360 extend well beyond those of a standard customer database management system (CDP). It adds data management and engagement at the consumer scale to the techniques of customer relationship management (CRM).

Customer 360 according to Salesforce, is a platform for integrated CRM. It enables businesses to link any app, data source, or device using any public cloud or private server.

Through the adoption of a customer-centric approach that takes into account both the present and future needs of the customer, businesses are able to gain a 360-degree view of their customers.

How Salesforce Customer 360 Works

Several examples illustrate the efficacy of Customer 360 and the features that elevate Salesforce above the status of mere CRM. But, due to the breadth of Salesforce’s product lineup, it would be impossible to provide adequate coverage herein.

Nevertheless, below are some key features that make Salesforce Customer 360 a complete platform:

Companies combine all of their customer data using Salesforce’s Genie tool to build thorough customer profiles. This encompasses both known and unknowable information, such as first-party Identifiers and cookies. Salesforce’s platform for managing permission also allows businesses to obtain client approval for email marketing and digital advertising.

#2. Advanced Audience Segmentation

Companies may discover individuals that they want to engage with depending on demographics, engagement history, as well as other customer information thanks to customer segmentation capabilities. Based on their online browsing patterns, email correspondence, and prior purchases, a company could identify ladies who enjoy jogging and are also looking for running apparel.

#3. Personalized Customer Engagement

After a corporation has determined its target market, it can use customer data for marketing, sales, as well as customer service. This generally enables organizations to better meet customer expectations by providing a consistent, unified experience to current and potential customers across all marketing channels.

#4. Optimization.

Businesses obtain a complete picture of their customers. They are able to examine data more effectively and comprehend when and how to interact with customers. Through actions like clicking advertising, perusing catalogs, and purchasing goods, customer profiles are regularly updated. They, by targeting the proper items and other recommendations with the use of artificial intelligence, increase participation. In order to do this, they generally utilize Salesforce’s Tableau and Einstein analytics.

#5. Chatbot

The self-service portals are where the Einstein bot interacts with users. It can direct potential clients to the right salesperson and even schedule appointments for them depending on what inquiries they have.

#6. Data Integration

MuleSoft Direct for Industry Cloud is a component of Salesforce Customer 360, an integration accelerator for several sectors that facilitates workflow and data integration from apps those industries frequently use.

#7. Enablement.

With the help of automation, this feature gives the sales team task recommendations based on data-driven insights.

As a Platform-as-a-Service, Salesforce allows programmers and even others without programming experience to build their own applications on top of the Salesforce infrastructure. This is significant because it frees developers to concentrate on business logic without having to worry about other development-related complications.

In addition, the Salesforce platform itself has been used to build ERP systems by Salesforce development partners. You may find them in the Salesforce AppExchange, and the Salesforce Customer 360 platform makes it simple to manage them.

Customer 360 Platform

It’s not simple to gain an accurate “Customer 360-degree view.” It can be pricey, for one thing. Not only do companies have varying degrees of trust, but their data needs are also ever-changing. For instance, teams may struggle to effectively serve customers due to insufficient or incorrect customer profiles.

Even within the same division, team members may have varying data-handling practices. Legacy systems are a common stumbling block that can further complicate problems. Data from outdated POS systems, online stores, email campaigns, and other sources may also not all be in a standard format. Inconsistent file types make it hard, if not impossible, to move quickly through projects.

Nevertheless, with the finest and appropriate platform, you can construct a robust Customer 360 that is both economical and future-proof.

Below are some of the best Customer 360 platforms you can find available;

#1. Salesforce

Salesforce’s adaptability makes it the most liked and preferred customer 360 platform out there. In particular, Salesforce Genie facilitates data automation, which improves communication between the sales, marketing, customer service, and IT departments. You get a fantastic approach with Salesforce Genie, including increased production levels, decreased operational costs, and greater process efficiencies.

#2. Zoho

When it comes to expanding operations, Zoho excels at helping businesses grow. It’s a low-cost option for managing data for any size company, from solopreneurs to SMBs to multinational conglomerates. In addition, you may adjust the depth of your integration to gain a more complete picture of your customers by linking supplemental suites like finance, forms, and bespoke apps.

#3. K2 View

K2 View’s Data Product Platform allows for the development, administration, and distribution of various data products. And thankfully, those products are real-time capable and can manage data at the scale of Fortune 100 companies

To create micro-databases, K2 View first locates, combines, enriches and manages data sets on individual customers (one per customer). The system then encrypts each customer’s information separately before presenting a complete picture of each one.

K2 View is able to take a fresh approach to Customer 360 because of its revolutionary Data Product Platform and micro-database technology.

#4. Gainsight

The Customer 360 (C360) hub from Gainsight houses both company and customer data. It combines business data from many sources while providing you with a completely comprehensive view of your consumer base, but on a personal level.

You can get a 360-degree view with the use of Gainsight’s sponsor tracking, success planning, surveys, relationship management, and other features.

#5. Treasure Data

Treasure Data specializes in assisting media organizations (e.g., movies, games, esports, retail, advertising, and streaming services).

It tracks and analyzes data patterns in the gaming and entertainment industries, such as the value of a consumer across channels. Treasure Data uses a wide variety of data sources to provide tech solutions that assist customers and give them a complete picture of their business.

Customer 360 Informatica

Informatica MDM – Customer 360 offers clean, consistent, and connected information regarding consumers. Company managers generally utilize the master customer data to manage customer interactions and make smarter decisions regarding customers.

Informatica® Customer 360 encourages workgroups a consistent, comprehensive, and up-to-date single view of customers. It compiles the information you have on your clients, including their preferences for goods, houses, channels, and interpersonal interactions.

Informatica Customer 360 Insights

It is increasingly essential for business users and data scientists to respond wisely to customized customer insights that are designed for quick decision-making. Informatica® Customer 360 Insights makes it easier to convert all data into useful action by using cutting-edge technologies, including master data management, artificial intelligence, machine learning, and graph data stores.

Customer 360 Insights links disparate customer data from various sources, including social media, web chats, call center logs, e-commerce applications, contracts, and analytical data stores. It then synthesizes this data into a consolidated 360-degree view of the customer while also enriching it with deep intelligence to produce actionable insights that can be used immediately. 360 Insights, which is supported by graph technology, also finds and manages intricate connections between people, homes, goods, and services.

These insights basically complement advanced analytics that businesses use to analyze churn risk or pinpoint friction points in the consumer decision journey. This hence provides much-needed context for business activities to better-personalized marketing campaigns, omnichannel experience, as well as compliance.

With the addition of AI and machine learning to a trusted customer perspective that Informatica Customer 360 Insights will provide, businesses can become more customer-centric and provide the greatest possible customer experience. Entities in the insurance, banking, retail, hospitality, and other industries benefit from 360 Insights’ assistance in personalizing interactions, providing faster service, increasing cross-sell revenue, complying with customer information initiatives like GDPR, and lowering overall IT system costs.

Conclusion

Having a comprehensive customer 360-degree view profile allows businesses to tailor their services to each individual shopper’s preferences. With the use of the pool, of invaluable data, companies can provide shoppers with better-tailored experiences throughout their whole buying lifecycle.