How to build a sophisticated 360° client view?

Building a sophisticated, role-based 360-degree customer view that can capture, process, and present all the relevant customer data for individuals within your company, is at the heart of knowing and understanding your customers. By role-based single view, we refer to a central repository of data, the unique version of the true, that could be sliced and diced based on the user role, responsibilities, and processes.  

This data could cover anything such as demographic data, the history of interactions with the client, the list of products and services she/he owns with your company. But in the digital age and the era of big data, many other information could be included, beside the customer satisfaction level, the list of open and closed complaints, details of customer interactions, the channels, the social media interactions, anything that could support building a better understanding of the customer based on role and processes the user is involved.  

Building a central repository of client information is obviously important for any business, the company will be able to better analyze, target and personalize future client interactions, create an accurate pipeline, automate the processes in sales, marketing, services, and as a result, better orchestrate the business. But a 360-degree client view often initiates a big debate between all the key players and business stakeholders in every CRM project. The discussions taking place are mostly about the type of client data they would need to obtain about their clients in order for their specific business unit to be more efficient. Additionally, they also want to define who should be entitled to see what type of data (entitlement) of “their” customers (role-based). Subsequently there are design considerations about how much information (data) is enough information that needs to be on "a" single client view, that leads to user-experience and usability discussions. In a nutshell the question is what is absolutely needed to be there at the minimum, and what is considered to be too much, where the data comes from and how, how adoptable the system needs to be, and how expensive to maintain? 

In an average company, there are many different "types" of users who have different roles (role-based), different business needs (unit-based), and often are in a different capacity (scenario-based) when interacting with the client and using the "system" (process-based). The system will be using the same data repository, it will be able to slice and present the data as needed in very scenario, and simply provide both a role-based and scenario-based view seamlessly. Is it too nice to be true?  

In chapter two of my book, we explore how getting to know your customer, and subsequently collecting and representing the relevant customer data in your CRM system can improve process efficiency, reduce the cost of operations, and improve customer satisfaction, but only if it is done wisely. I have listed few examples including one from Veripark, a very successful CRM company that is operating globally.

You can purchase the book on Amazon .com https://lnkd.in/dk9GxjG , Amazon .de, or directly from the publisher https://www.packtpub.com/business/art-crm