Beyond Customer 360: Exploring Context to Unlock Customer Insights

This eBook explores the power of going beyond the Customer 360 basics (name, address, account numbers, transactions) in order to expand the knowledge of your customer.  Discover how to achieve a fully integrated customer view with accurate, enriched and accessible data – when and where you need it.

It’s a hard fact. More data is available today than ever before – but most organizations can’t capitalize on it to improve their experience with customers. There are several reasons for this, but the most common ones are:

Integrating data technology is a major challenge. When critical information isn’t connected and available to decision makers, you miss important strategic opportunities.

An organization that can’t control its data simply can’t control its business.

Change is a constant. It’s not easy to hit a moving target. Place names, street names and people are constantly changing. People get married, divorced, move and change names.

The challenges don’t stop there. With the explosion of social media, people interact with your business across more channels and locations, and some even connect through more than one channel at the same time. Without the right tools, you’ll never gain insights based on the most accurate, precise and up to date data.

Yet, despite the challenges, organizations need a full Customer 360 view to both grow their business and protect it.

1. Digital transformation and improving customer experience.
   Digital transformation is a key focus for many organizations. Across all verticals, businesses invest in these solutions to improve their omnichannel experience, drive personalization both in-store and online – through various touch points and optimizing their data in their CRM (Customer Relationship Management) systems. There is typically a need to go further than the single “collect” stage as this data may not necessarily be as actionable or insightful as today’s companies require.

 

2. Data Governance/Risk Management.
   Many organizations today have very specific requirements to support their various initiatives around: FCC/AML, Data Privacy (GDPR, CCPA, Australian Privacy Act) or self-service BI (Business Intelligence) and analytics.

In this ebook, we will explore the power of going beyond the Customer 360 basics (name, address, account numbers, transactions) to greatly expand the knowledge of your customer. What they buy. How they shop. Where they spend their time. What they value. What their next actions may be…

While traditional master data management projects can provide some of this insight, they can take years to implement. By the time they’re ready, business needs have changed. Fortunately, there’s a better way.