What is a 360 customer view? (+ 3 tips for creating your own)

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Customer service is becoming more important than ever for consumers and companies alike. According to the Zendesk Customer Experience Trends Report 2022, over 60 percent of shoppers now have higher customer service expectations than they did before the pandemic. And 73 percent of business leaders say there’s a direct link between business performance and customer service. Trends like this aren’t going away. To drive growth, companies need to prioritize (and invest in) customer support. It’s a profit-generating force in its own right. Providing your customers with a top-notch service experience hinges on having a complete view of them based on accurate data. A 360-degree customer view will help you better understand your customers and personalize their experiences, setting your company up for long-term success. What is a 360 customer view? A 360-degree view refers to the concept of consolidating data from various customer touchpoints and systems in one place.

This view helps you and your team gain a complete, accurate picture of your customer and what they need from your company. The customer data is typically stored in a CRM. With all the information in a single place, support teams can create 360 views and provide the best possible customer experience. A support agent won’t have to Phone Number List check multiple platforms to see a customer’s sales history, whether they follow your brand on social media, or if they’ve ever contacted the support team. The agent can then tailor their interactions accordingly. “The goal is to create an engaging and personalized experience for your customers,” says Amy Lin, a product expert at Zendesk. A 360 view is instrumental in B2B customer support, as you’re building relationships with multiple stakeholders within a client company. It’s important to have as much context as possible to inform your approach for each stakeholder.



We’ll put it this way: The more data you’re dealing with, the more likely your business can benefit from a 360 customer view. Why is a 360-degree customer view important? 5 benefits A 360-degree view gives your team visibility into a customer’s unique relationship with your company and its products or services. Instead of working with just one data point—such as the immediate issue the customer is reaching out about—your agents have a plethora of information that enables them to personalize the service experience. 1. Ensures customer information is accessible To do their jobs effectively, your support agents need access to real-time data about a customer. Your agents don’t want to put a customer on hold while they frantically dig around for information, hoping they find what they’re looking for in a disorganized set of databases. A 360 view makes the information your team needs readily available, whether they need to know when a customer returned a product or when their warranty expires. 2. Signals future customer behavior 360 customer view The data available in a 360 view can also help determine what a customer is most likely to do next. With access to key information—such as a customer’s transactions, support queries, and preferences—you can identify patterns in their behavior. This can lead to more informed decisions about what they might need in the future and to more upselling or cross-selling opportunities.