360 Degree View in CRM

September 7, 2022in Salesforce

What does the term “360-degree customer view in CRM” mean? It’s a comprehensive approach to understanding customers by consolidating their individual data from various touchpoints into a unified perspective. This holistic view is increasingly crucial for businesses embracing customer-centricity to foster loyalty, enhance service, and drive growth.

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In the realm of CRM, a “360-degree customer view” refers to the compilation of all available and relevant customer information by a company to deliver highly personalized and efficient customer service. Salesforce Customer 360, an integrated CRM platform, addresses this challenge by connecting departments and customer data, providing everyone with a shared view centered around the customer.

The benefits of a 360-degree customer view are manifold. It enhances customer understanding, allowing businesses to predict needs more accurately. Through understanding the customer journey map, personalized marketing strategies can be crafted, leading to higher engagement and conversion rates. Customer service is improved as representatives have access to a customer’s entire history, ensuring more informed and effective service. Additionally, operational efficiency is boosted by consolidating data into a single viewpoint, streamlining processes for smoother and more efficient operations.

How does a 360-degree customer view differ from CRM? While CRM is operational, focusing on optimizing marketing, driving sales, and improving customer support, a customer 360 utilizes data to reveal customer behavior across all transactions, interactions, channel experiences, sales conversations, service calls, and more.