Have you ever wondered how many touch points there are in your customer journey? Some automated through your digital assets and other manual in form of sales persons, customer service, account managers etc. Here I wanted to give a perspective on why it is important to build a customer 360 view in order to give best customer experience through every single touchpoint in your customer journey.
What is a Customer 360 View?
During the customer journey, a customer moves through multiple functions within your organisation. Sometimes the ownership is with marketing, sales, account management, delivery, customer service and may be even more. At each of these touch points, they are interacting with you in some way or form and you may be knowing more about them.
If you were able to capture each of these interactions in some kind of structured or pseudo-structured form; you could actually learn a lot about your customers and personalise your product or service offerings for them.
This is what I call a customer 360 view – a view of every single interaction of your customer as they take their journey with you.
I’m sure you are able to see why a customer 360 view is super important for your organisation.
How to Build a Customer 360 degree View?
To build the customer 360 view – you would need to work on all the pillars of Digital Transformation. These according to me include Process, Technology, Data and People.
Process pillar would help you document the customer journey end to end noting down each and every touch point the customer has with you including the ownership at that point, kind of mental state your customer is in at that stage, your cross channel communications with the customer at that stage etc. This in itself is a strong signal that you understand the journey well. I suggest drawing up this journey using a tool like Miro.
The Technology pillar would help to bring structure to this journey and capture every touch point and help you build a customer profile as they progress in the journey. A good CRM (end to end) working in tandem with your digital assets like website and app would even help to bring this visibility across teams in the most efficient manner. You could look at Salesforce as a product to bring this customer 360 to life.
Data pillar starts to bring in the personalisation for each of your customers. Imagine being able to guide your customers based on their past behaviour or current context if you understand them more deeply. You could also use data to give signals to your account managers and customer service on right positioning of products and service or doing an intervention in the current customer journey to deliver the best customer experience.
People pillar remains as important as always even on your path of digital transformation. People help execute the customer 360 view where digital assets do not exist (at least while you are building them). Rightly trained account manager or customer service agent can deliver a WOW experience to your customers based on the 360 view they are equipped with.
So in your journey of Transformation, start to build the customer 360 views and deliver an exceptional customer experience. For any questions, please write to me on mohit@moonshotscaling.com
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