What exactly is a “360-degree view of a customer”?
The term a “360-degree view of the customer” has been used in the industry for several years. But what exactly does it mean, and what information would you actually display on the agent desktop?
A true 360-degree view needs to include views of the past, present and future:
Whenever a customer interacts with an organisation, it is vital that the richness of information available on that customer informs and guides the processes that will help to maximise their customer experience, while simultaneously making the interaction as effective and efficient as possible. This includes everything from avoiding repetition of information, to viewing customer history, establishing context and initiating desired actions.
A true 360-degree view needs to include views of the past, present and future:
THE PAST means providing a meaningful and easily digested view of the customer’s history. This includes product or policy activity, interaction history across all channels, including community, recent product views, campaign activity and process history.
THE PRESENT requires presenting key customer information about who they are and how they relate to your organisation, but also requires determining the context of the call. Is there a recent order or current fault, why are they interacting with us now?
THE FUTURE relates to actions that can be initiated to guide the future of the relationship. Is the customer likely to churn? Are there up-sell or cross-sell opportunities or targeted messages to bring in at this time?
Delivering on the 360-degree view is not simply about having a unified database of all activity, but rather being able to pull together the pieces of information that are relevant for a specific customer and specific interaction into an intuitive workspace for the agent or the customer.
Ultimately, the 360-degree view is the very least that a customer expects of an organisation. They are not concerned with the internal departmental, line of business, political or system silos that all businesses have. They simply see one enterprise; it is vital that organisations see them and serve them just as clearly; this is a basic foundation for delivering a good customer experience.
Ultimately, the 360-degree view is the very least that a customer expects of an organisation. They are not concerned with the internal departmental, line of business, political or system silos that all businesses have. They simply see one enterprise; it is vital that organisations see them and serve them just as clearly; this is a basic foundation for delivering a good customer experience.
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