Businesses often think they know their customers' needs and desires because they talk to them every day – but sometimes that's not enough. That's why it's important to know your 360-degree customer persona before making decisions about what areas your business should focus on building.

In this post, we will dive deeper into the concept, benefits, and how to build a 360-degree customer profile.

1. What is a 360-degree customer profile?

A 360-degree customer profile is a digital marketing concept that gathers customer information data from all contact points across the organization, selects, consolidates, and makes that data useful.

The data may include basic customer contact information, their past and current purchase history, as well as information about interactions with business touch points they have encountered during their journey. customer submission.

Because it contains so much data, 360-degree customer profiling is a strategic approach that allows businesses to deliver the best possible customer experience across unified channels and touchpoints by integrating personalization of customer experience.

2. Key benefits of a 360-degree customer profile

A 360-degree customer profile view brings many benefits to businesses, including adding value by improving organizational efficiency through tailored Marketing, helping to reduce costs and strengthening customer relationships with profitable goods. Four important benefits include:

2.1. Analysis and prediction

360-degree customer personas use data about what your customers have done before to predict what they're likely to do next. By creating a complete profile of the customer, businesses can better understand what the customer may need in the future.

What's more, it gives companies insight into their own future by identifying where or how they may need to adjust their service offerings while minimizing the impact of changes in the future by predicting how customers may react.

Overall, 360-degree customer profiles benefit businesses by allowing them to predict, plan and prepare a strategy to minimize future negative or reactive experiences, instead, prioritize positive responses.

By fully understanding customer history and daily interactions, businesses can better predict customer needs and create personalized shopping experiences throughout the customer's lifetime.

2.2. Enhance personalized experience

Businesses can gain a significant advantage in providing personalized experiences using 360-degree customer personas. Using a comprehensive view of the customer provides full access to their purchasing history and website browsing habits, resulting in the ability to provide relevant and personalized product recommendations.

Having such an advantage will make it easier for businesses to interact with customers in a more meaningful way, foster trust and build lasting relationships with customers. Strong relationships will then positively impact customer loyalty, reduce customer churn, and increase LTV (customer lifetime value). 

2.3. Improve customer experience

One of the most important benefits of a 360-degree customer profile is its ability to help foster a better customer experience.

Many businesses fall into the trap of only using information taken from their most recently engaged customer, then using that information to guide how to build future customer experience. But it does not provide complete information about their relationship because it does not consider previous interactions or related transactions. Therefore, it provides a fragmented and ineffective experience.

Missing customer information creates a fragmented experience and service providers frequently cite incomplete customer information as the main reason they cannot resolve customers' problems.

360-degree customer profiles prevent both of these problems from occurring because the entire collection of customer data is stored in a single, easy-to-access location. It leads to improved customer satisfaction and a more personalized customer experience.

Finally, another benefit of using 360-degree customer personas is the ability to provide better cross-departmental customer alignment by unifying sales, marketing, and service departments.

By sharing a comprehensive view of the customer, it means departments can easily access and pass important information to each other so the customer journey across departments is seamless.

It then frees up sales and marketing teams to build strategic, data-driven campaigns using data pulled from a 360-degree view of the customer to emphasize and influence decisions on their campaign.

3. Methods for building a 360-degree customer profile

3.1. Data audit

With high-quality data, 360-degree customer persona insights will be accurate and relevant. To make this happen, it is important to keep data organized and clean, which businesses can do through data audits.

The first step in the audit process is to implement a process by which all departments enter customer information into an easy-to-understand format with consistency from entry to entry. Consistency will continue across all the different systems in use currently, as well as historically when possible, to increase efficiency going forward.

Although time-consuming, this act of consistently entering each piece of information not only ensures accuracy but also relevance because of its ability to build correlations between seemingly disparate pieces of information. disconnected or irrelevant.

3.2. Use customer relationship management software

CRM both aggregates and organizes customer data collected from various touchpoints, structures that data into a central and personalized customer profile, and then allows that data to be accessed by software, systems and other MarTech tools. Therefore, CRM essentially eliminates the need for manual data checking mentioned in the previous step.

In each customer profile, record details such as previous purchases, inquiries, and any other communications. 360-degree customer personas in your CRM must be updated with each new interaction.

Businesses should also grant CRM access to all customer-facing departments (e.g. Sales, Marketing, Service, Support, etc.) to ensure everyone is on the same page when communicating. contact with customers. This way, there will be little or no room for error or confusion when working with a particular client.

3.3. Social media tools

Social media is one of the best ways to study customer behavior. Unlike traditional Marketing data, social data provides unfiltered insights into customers' sociometric attributes and actions across ever-changing social trends. It means companies can better understand how consumers feel about certain changes in both attitudes and behavior due to what is going on around them.

Furthermore, analyzing consumer characteristics such as browsing and shopping patterns in tandem with social media activity can be a powerful tool for company growth. For example, when data shows a tendency for consumers to change their minds about the products or services they are using, the data helps empower businesses to make changes before the target audience is gone. interested in what the business has to offer them.

Final Thoughts

A 360-degree customer profile can help businesses identify what they do well and what needs improvement so they can deliver a better customer experience and journey. Therefore, it increases their chances of retaining long term customers.

By leveraging data from 360-degree customer profiles, businesses can grow across all digital channels and marketing campaigns, driving operational efficiency with predictive analytics and advanced intelligence. client.

To help businesses build 360-degree customer profiles, StringeeX multi-channel switchboard software also supports the mini CRM feature. With this feature, customer data from sources will be stored centrally and securely with full information fields, recording files, call history, etc. In addition, StringeeX supports integration with CRM of customers. third parties such as Salesforce, HubSpot,...

Thanks to that, businesses can save all of their customer information and data from anywhere in a single interface. It helps businesses build a comprehensive customer profile, capturing all audience information: customer status, level of product interest, whether there are difficulties at any stage, etc. … From there, managers can easily come up with the most appropriate solutions to increase conversion rates.