How a 360° customer view really works

 “We need a 360° view of the customer” is a phrase commonly found in strategic documents. But what does that actually mean? And how can this concept be transformed into a functioning system? The chapter “How to Get a 360° Customer View” clearly outlines what is essential: integrated systems, interconnected processes, and a clear use case that delivers real added value. 

What I took away from the chapter:

• A 360° view is not a reporting dashboard. It is the intelligent integration of CRM, analytics, and real-time data.
  
  
• The chapter provides a clear explanation of how Salesforce and Google Analytics 360 interact, including feedback channels in campaigns.
  
  
• Offline and online touchpoints need to be connected both technically and logically, as customer experiences occur across various channels.
  
  
• A concrete use case, illustrating the journey from a configurator to an in-store visit, demonstrates how personalization, relevance, and automation work in synergy.
  
  
• The real challenge lies not in the technology itself but in adopting a mindset that focuses on customer journeys, rather than solely on departments or tools.

My conclusion: this chapter provides a tangible answer to a frequently vague requirement. It illustrates how a 360° view can become both technically feasible and strategically effective if orchestrated correctly.

🔗 To the book on Springer

This blog post is based on the chapter “How to Get a 360° Customer View” by Steffen Deufel from the book “CRM Goes Digital – Design and Use of Digital Customer Interface in Marketing, Sales and Service”, published in 2024 by Springer Gabler Publishing House.