{"id":2553,"date":"2023-04-27T10:00:00","date_gmt":"2023-04-27T10:00:00","guid":{"rendered":"http:\/\/138.197.200.24\/resources\/blog\/360-dergree-customer-view\/"},"modified":"2026-08-06T10:21:23","modified_gmt":"2026-08-06T10:21:23","slug":"360-dergree-customer-view","status":"publish","type":"blog","link":"https:\/\/www.smartkarrot.com\/resources\/blog\/360-dergree-customer-view\/","title":{"rendered":"What Is 360-Degree Customer View: Why and How to Leverage It for Customer Success"},"content":{"rendered":"
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Knowing and understanding your customer has become a much larger need not just for the companies but for the customers too. Customers like to be reached out for content that adds value to their day to day life. A 360-degree customer view<\/a> is aimed at giving companies a holistic understanding of customer behavior which is useful in approaching them for better deals.<\/p>\n

With a myriad of channels and platforms from where you can extract customer data, it is becoming increasingly challenging for the companies to make sense of all that. This has its side-effects leading to disjointed and inconsistent customer experience.<\/p>\n

Customers see all the employees of a company as one single brand. They want to be treated consistently all along their customer journey. With so many touchpoints and personnel dealing with customers at different times, it becomes challenging to gather all that data for better use. So, what\u2019s the solution towards that and how can you leverage them towards business growth. We will see all that in detail in this blog. But let\u2019s start with the definition of this concept.<\/p>\n

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What is a 360-degree customer view?<\/h2>\n

It is a comprehensive view of customer data. This view is obtained by aggregating data from various touchpoints a customer has made with the brand. This comprehensive data is the backbone of any process to understand a customer.<\/p>\n

In a world full of competitors, it is not enough to just sell your product and keep away from the customers. You need customer-centricity as a priority in your SaaS firm. Understanding the customer without least bothering them is a virtue every SaaS firm wants. This helps them in maintaining a positive relationship with the customer along with giving them the best-in-class experience.<\/p>\n

The field of data science<\/a> has grown immensely in the past few years. Every single interaction a customer makes with an organization leaves a chunk of data that can be leveraged further. Capturing this data and transforming them into meaningful insights can lead to greater discoveries about the customer. This empowers companies to position themselves better and, most importantly, to identify in advance the evolving needs of the customer.<\/p>\n

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Benefits of having a 360-degree customer view<\/h2>\n

The benefits are huge ranging from helping out different departments creating new strategies to understanding customers well to give them greater customer experience. Let\u2019s look at them individually.<\/p>\n

Strategic marketing and sales campaigns<\/h3>\n

By collating the data of the customer champions<\/a>, you can glean some useful insights. These insights can be leveraged further to upscale your sales. For example, the attributes of these customers would be the required set of qualities you would want in your ideal customers.<\/p>\n

Hence, sales and marketing campaigns could be built around their demographics and behavior to attract more such customers. A quick example of that could be targeting only the finance professionals from the bay area for a particular product that meets their need.<\/p>\n

Knowing your customer<\/h3>\n

This is the most obvious benefit of having a comprehensive view. Much like any relationship, customer relationships must also be understood from various facets. The quantitative data must be used towards measuring bigger metrics that are applicable at an organizational level. The qualitative data must be used by the client-facing staff and managers to better operationalize their responsibilities. But a 360 customer view allows each of these stakeholders to get a holistic understanding of a customer.<\/p>\n

Personalized customer experience<\/h3>\n

Any intelligent customer success platform<\/a> would not only give you useful insights but also provide you the actionable steps to leverage them. Hence, by gaining a 360-degree view, you can enhance your efforts towards customer experience. For example, if a customer has left some information with the service team and if a CSM can use that information while interacting with the customer, there\u2019s nothing like it. The customer would love it for it reduces their efforts in sharing the same information again.<\/p>\n

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How to leverage a 360-degree customer view for Customer Success?<\/h2>\n
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Customer success is the one of the most data-driven processes in a business. If yours is not, then make sure it becomes one. By having access to the customer data, you can orchestrate your efforts towards churn prevention, product adoption, account expansion, and even brand advocacy. Let\u2019s look at them in detail.<\/p>\n

Product adoption to prevent churn<\/h3>\n

In a typical 360-degree customer view data model, you would assess the following data:<\/p>\n