Data Management: Foundation For A 360-Degree Customer View

This white paper from Pitney Bowes discusses the growing need by businesses to achieve a 360-degree customer view and the importance of quality data and keen insights to accomplish this task. By obtaining the complete 360-degree customer view businesses are better able to target products and services to current customers, acquire more profitable customers, reduce marketing costs, and improve customer satisfaction and maximize lifetime value.

The 360-degree view of the customer is an integrated view of all customer activity that is available to all stakeholders. Data combined, tabulated, and analyzed from multiple sources, channels, organizations, and touchpoints can allow you to create a complete profile for a customer and confidently predict future customer behaviors and desires. With this information businesses can act to deliver relevant information and offers to the customer.

Creating the 360-degree view of the customer can be difficult for organizations because data sets are often coming from multiple sources, there are duplicate data entries, and there can be difficulties in sharing data. Data sharing and data quality are not just the responsibility of IT since poor quality data impacts business decision-making everywhere in the organization. Business leaders need to acknowledge the importance of quality data and partner with IT to spearhead data improvement initiatives to enhance and protect their organization’s data.

Download this white paper below to read more about creating the 360-degree customer view.