The idea behind Customer 360 is to build a complete and accurate picture of every customer by aggregating all of each customer’s structured and unstructured data from across your organization. With this unified knowledge, you can create wonderful customer experiences, personalize interactions with your customers, and build greater customer insights.
The problem is that customer data exists in multiple databases across touchpoints (e.g., in-store, over the web, via social media, and telephone), geographies, and product lines. Duplicates and discrepancies are unavoidable when these systems are not synchronized.
Customer 360 acts as the hub that links and synchronizes the information about your customers. It becomes the source of reference for finding the most up-to-date information. Many call this the “single source of truth” about the customer. The data can then be de-duplicated, aggregated, analyzed, and displayed on demand.
Customer 360 is not about creating a new database with all of your customer data. You do not replicate all of your data. Instead, you keep selected information in the Customer 360 database for fast access and then link the records to the source records in the source databases.
Customer 360 is also not about building a Single Customer View. Although, multiple Single Customer Views may be created from Customer 360 data.
The biggest Customer 360 challenge is to correctly identify all of the records belonging to a particular customer because of inconsistencies across databases and poor data quality.
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