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The Benefits of a 360 Degree Customer View

As a modern marketer, it can feel like customer data is being thrown at you from every direction. 

You know your audience’s order history, demographics, and how often they log into their accounts. There may be hundreds of touchpoints to monitor. Here’s why this data matters - personalization.

Customers demand personalization, and businesses that don’t comply risk losing market share or brand reach. The best way to create a personalized advertising campaign is to capture a 360-degree customer view.  

What is a 360-Degree Customer View?

A 360-degree customer view is a customer profile that incorporates 100% of the information you’ve gathered. For instance, a customer file might include their account history, interests, and service call notes. 

Clumping this information together provides a huge marketing advantage. For instance, knowing that a customer routinely buys expensive shoes is useful information for both the marketing department and the sales team. Achieving a 360-degree customer view means that this information isn’t stored in separate silos but is instead easily accessible by different groups within your organization. 

You can design masterfully crafted campaigns when you have more precise targeting information. 

3 Benefits of 360 Customer Views

A 360 customer view is highly beneficial. Good data provides objective information that you can work with. You don’t need to guess that these customers like ice cream; you know that they do because they’ve filled out surveys and have purchased ice cream in the past. 

Here are three more benefits to using 360-degree customer views: 

Creates Unique Customer Experience

Perhaps the most obvious benefit of achieving a 360-degree customer view is that it lets you give customers a unique, personalized experience. 

Everyone wants to feel heard. When a company tries to sell you something you don’t want, it feels like you’re being treated as just a number. Vegans don’t want emails about your snakeskin boots. If you want people to buy the boots, tap into your 360-degree customer view and find people who’ve expressed interest in luxury shoes, cowboy culture, etc. 

Few products appeal to everyone, so targeted marketing is essential. 

Reduce Costs

A 360-degree view can actually reduce costs. When you’re keeping track of every spare bit of data, you can implement closed-loop attribution to see what campaigns work and which ones don’t. This lets you tweak your ROAS until it’s more favorable. 

For instance, you might determine that social media users exposed to your Instagram ads become customers more often than users who find your brand on Twitter. In that situation, you might revamp your Twitter ads or perhaps scrap them entirely. 

Marketing is a bit like throwing pasta on the wall and seeing what sticks. Constant reinvention is necessary for your ads to stay relevant, but not all of your ads will resonate. Customers may reject some approaches. 

With a 360 marketing campaign, it’s easier to determine exactly which routes are reaching customers.

Improved Customer Loyalty

360-degree customer views let you build rapport with your customers. When customers approach your business, you’ll have all the data on hand to respond knowledgeably and keep them coming back for more.

You’ll be able to provide well-timed and effective communication, anticipate their needs before they do, and serve ads through the proper medium when you have the full view of their interactions with your company.

Challenges of Creating 360 Degree Customer Views

Unfortunately, creating a 360-degree customer view isn’t an instantaneous process. It may be difficult to collect the necessary data depending on how your business is structured. Their social media information may be stored in Facebook or Instagram, for instance, while their purchase history is stored in your POS system. 

You also may have a problem with the type of data you’re collecting. Many businesses rely entirely on first and third-party data. This information is useful, but it doesn’t paint the complete picture.

Third-party data has an additional issue; it’s not transparent. It’s often difficult to know where the information came from and if customers are okay with you having that knowledge.

To really know your customers, you need to have verified, deterministic data like transaction data or insights into their financial history. This information can be used to make predictions about future buying behavior. 

Klover: Your Partner in Customer Data

Klover is your data solution when you’re creating marketing campaigns fueled by 360-degree customer views. Our zero-party data leverages deterministic information like financial transactions to give you the most comprehensive view of each customer’s behavior. Because the data is explicitly provided, you can trust that it’s both valid and ethically sourced. 

Discover precisely how zero-party data can strengthen your business.

Josh Lamb
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