To reiterate what Tom Redman – aka the “Data Doc” – discussed in his Customer Data: Conquering the 360-View of Your Customerswebinar, the lifeline to business success lies in building customer loyalty and retention as they generate higher revenue. This seems self-explanatory; however, he went on to tell attendees that to achieve this loyalty, “… best-in-class organizations must have a complete 360-view of their customer data in order to respond accurately and intelligently to their customer demands, trends and expectations.”

As marketers, we are constantly challenged to create superior customer experiences that can leave a positive impact on the brand. That is no easy task because customer data and the related information needed to understand them is often located in disparate/siloed systems that prevent us from seeing the whole picture. Thanks to the explosion of the digital economy, we no longer need to convince the C-suite that a 360° customer view is necessary to provide the experience that consumers demand. The real challenge lies in creating that all-encompassing customer view, as a large majority struggle to establish this holistic view.