Using CRM to get 360-Degree View of Your Customers

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In this blog we will look at what a 360-degree view of your customers is and what it means to the different departments within your organisation.

We live in an era in which customer experience is everything. Customers are constantly moving in and out of various digital and offline channels, and as a result, customer journeys are becoming more complex. It is also more difficult than ever for organisations to be and do everything for their customers. To make better sense of more complex customer journeys and create better customer experiences, organisations must identify and improve the range of touchpoints, pathways and channels involved and this all starts with considering a 360-degree view of your customers.

What is a 360-degree view of your customers?

A 360-degree view of your customers encompasses every touch point in your customers’ journeys. It can help you see the past, present, and potential future of organisations’ relationships with customers. Your 360-degree view of your customers is the starting point for what makes an organisation’s customer interactions easy and even enjoyable rather than just transactional.

Organisations can obtain a 360-degree view of their customers by leveraging data from multiple sources. This helps them access customers’ account information quickly, understand their priorities and preferences, and anticipate their future needs.

360-degree customer view for senior management

With well-rounded information on customers, businesses can build better strategies. But each business looks at the data collected differently. While some will examine customer relationships with master data elements, others will look at historical customer transactions, and a third would perhaps examine social media interactions. Such blended views from a single collection of data offers a wide range of viewpoints that can be analysed in many ways depending on senior management focus.

360-degree views are not limited to customer-related data alone. The same concept can be applied to accounts, assets, legal entities, locations, materials, supply chains, and just about any business aspect. The 360-degree approach can strengthen business frameworks and help businesses grow. It helps you better understand your customers’ priorities and preferences. Which, in turn, means you can position yourself to better predict their current and future needs.

360-degree customer view in Sales and Marketing

Customer data is key in developing organisations’ sales and marketing strategies. Every customer action, ranging from the first touchpoint to a purchase, to in-life management, creates a digital footprint. These interactions can be in the form of an email, social media engagement, landing page visit, or even in-person contact. Usually, this information is recorded in disparate systems across business units, with departments working in silos, unaware of the customer interactions happening elsewhere.

Organisations need to aggregate, clean, and organise scattered customer data to create a 360-degree view of your customers to get intelligible insights from your information. Then, organisations can further utilise it to develop customer-focused marketing and sales strategies that translate to better ROI.

360-degree view of your customer in Customer Service

When you look at individual interactions within the entire customer journey, everything starts to make more sense.

For instance, if you know what support issues a customer has experienced in the past, who they spoke to about the problem, and the solution, you can save time troubleshooting the next time they reach out to your team leading to better, faster support resolutions.

Organisations that focus on a 360-degree view of their customers and their journeys are more concerned about improving the overall customer experience than moving customers through a series of predefined steps.

Different customer personas and other factors that contribute to the customer experience make it easier to identify and smooth out potential issues, making it easier to spot opportunities for improvement.

Your customer experience plays a significant role in earning referrals, fostering promoters, and gaining repeat custom from existing customers. With a 360-degree view and great customer experience, your organisation can inspire long-term customer loyalty as well as increase revenues per customer.

360-degree view of your customer in Engineering

For organisations that have employees in the field delivering engineering solutions, having access to key customer and site information can be a crucial element in delivering and exceeding customer expectations.

Whether it be accessing customer site plans, on-site regulations, technical data or simply being aware of customer personnel details, being able to access this information in real-time can be hugely beneficial, particularly for last minute changes and for closing out jobs and updating key job information.

360-degree view of your customer in Finance

Whether in collections, payments or procurement, having real-time access to a 360-degree view of customer and supplier information can be vital in maintaining cash flow, ensuring supply and maintaining customer relationships.

360-degree customer views are strategic approaches that enable organisations to offer the best possible customer experience across unified channels and touchpoints by integrating personalisation.

When separate legacy systems are in place, it is possible that your finance teams gets multiple requests for order status, shipments, credit lines, payments, and many other accounting questions from other departments who do not have easy access to that type of information. Time can be saved when that information is centralised within the same database. A CRM can be used by sales and customer service to easily perform their own inquiries whilst your finance teams focus on their own work which reduces the administrative burden on everyone.

 

After looking at what a 360-degree view of your customers means to different departments within your organisation, one main benefit of using a 360-degree customer view is its ability to provide better cross-department customer alignment by unifying sales, marketing, service and other departments.

In addition, sharing a holistic view of the customer means that your departments can easily access and pass along important information throughout your organisation. Which will make your customer’s journey throughout the different departments feel seamless. This then frees up your sales and marketing teams to build strategic, data-driven campaigns using the data taken from the 360-degree customer view to underline and influence their campaign decisions.

To build an accurate, consolidated set of information on customers, organisations need a robust customer relationship management system so that employees can access, use, and benefit from the customer information. All the consolidated data can help employees assist customers with the right products and services related to customer needs. ViewPointCRM allows organisations to interface and consolidate information from legacy systems to create that elusive 360-degree view of customers.

If you would like to discuss your business challenges and how ViewPointCRM can help your organisation, please get in touch with our expert team today or book a demo.

 

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