Marketing - Beyond 360-degree customer view
Organizations try to measure the customer across all the dimensions to have full view. A 360-degree view will inform about variables as shopping and browsing patterns, social conversations, customer service calls and warranty history. All the big data that is collected across the customer journey need to be converted into an actionable plan—to drive more purchases and strengthen the loyalty of each customer—you need a beyond 360-degree view. The “second lap” around the customer experience is all about what you as an organization do on a daily basis with the insights generated. Too often, organizations expend most of their energy to gathering customer data, but do not spend enough time actually applying what they learn to the day-to-day processes that drive incrementally better decision making. Only with that 720-degree view can you as a marketing business leader can make more effective decisions around how products, prices and promotions influence an individual’s bu...