Achieve a 360-degree view of your customer

Increase the Value of Every Interaction with a 360-Degree View of Customers

No one sets out to be a customer service laggard. No marketer wants to target customers with a sweet offer for a product they just bought. Or force people to repeat the same story every time they call, chat or tweet customer service. Nor do they want loyal customers to be annoyed when they walk into their room at their favorite hotel and find that they have those sneeze-inducing down pillows on their beds—again.

Marketers know that customer experience is more important than ever. That every customer interaction should be relevant, timely, and responsive. That truly understanding the customer—across all dimensions—is critical to build loyalty, retention and advocacy. Marketers know that great customer experiences are fueled by a trusted, 360-degree view of customers.

The challenge is getting there—and staying current.

Customer Data is Everywhere

The accelerated pace of digital business and an explosion of data make getting a trusted, Customer 360 view more difficult than ever.

If you’re like most marketers, your customer information is stored across many dozens of marketing, sales, and customer applications. These applications may be in-house, in the cloud, or in the hands of agencies. Business managers may oversee some of the applications, while others are under the purview of the IT department.

Now consider that relevant customer data is also stored in many dozens more enterprise applications, from finance to logistics. And that’s just the data you know about. Most organizations are sitting on huge troves of unstructured enterprise data that’s lying untapped. Or tap into the sentiments hidden in social media.

When customer data is siloed and disconnected, the true picture of the customer is fragmented. That makes it harder for customers to interact with your company.

Trusted, 360-Degree Customer Profiles

To deliver the customer experience you envision—and your customers expect—you need access to trusted, Customer 360 profiles. Customer data must be clean, connected, and consistent. You need insight into their history, interactions, and preferences.

Achieving a unified, 360-degree view of the customer requires a systematic approach. You need to consolidate and cleanse the customer data that’s scattered across application silos. A great experience starts with the basics: accurate names, contacts, and demographic profiles. Those profiles can be enriched with details like members of a consumer’s household, a customer’s channel and location preferences, and their relationships with your employees and channel partners. Customer data can be consolidated into a marketing data lake, which becomes a rich source of insights.

A Customer 360 view is a springboard for great marketing analytics and execution. Your systems and people, from your website and mobile apps to call centers and sales reps, can provide a relevant and informed response to any customer interaction. Marketers can use analytics to better understand and target customers, taking into account preferences about channels, social media activity, marketing response, so they can make the right offer, at the right time, and in the right way.

Your organization can align business strategy with those data-driven customer insights. That opens up the door to recognize new business opportunities, drive new revenues, and increase operational efficiencies faster than the competition.

Expert Strategy and Execution

Many organizations benefit from partnering with impartial strategic advisors to shape a roadmap and create the path forward to a Customer 360 view. Trianz, an Informatica Elite Systems Integrator and Reseller, is committed to making your Customer 360 initiatives successful. Our engagement methodology leads with superior business outcomes and has been matured during years of technology and business consulting.

To learn more, visit www.trianz.com.

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