However, hard data can’t tell you how they felt when they made that call, meaning that ‘soft’ data is also needed so that the contact centre can attain a full 360 degree of the customer. It also includes customer interactions with a company, including calls, chats, emails, texts, social media responses and surveys. So, hard data comes from sources such as customers’ online accounts, preferences and transactions. It lets us know why the customer bought a product, made a call or sent an email. ‘Hard’ data gives the contact centre facts about its customers. This unified view is created by aggregating the ‘hard’ and ‘soft’ data the company captures about its customers and their interactions, across multiple channels and from different data sources. It is a strategic approach enabling businesses to offer the best customer experience across all channels, by allowing for a unified view of all customer touchpoints with all departments involved in customer relationships. It is a strategic approach enabling businesses to offer the best customer experience across all channels, by allowing for a unified view of all customer touchpoints. What Is a 360 Degree View of the Customer?Ī 360 customer view is a single, end-to-end picture of the customer’s journey and experience with a company, and how they felt at steps along the journey. Our panel of experts share their responses to this question, while highlighting the benefits of having a customer 360 view and noting the best technology to use to achieve one.
The term a “360 degree view of the customer” has been used in the industry for several years.
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