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Obtaining a True 360 Degree View of Your Customers
Obtaining a True 360° Customer View
* A true 360° view of your customer must include every interaction they have with your brand not just clicks on your website or things they have bought.
* The number of customers in your database is not the same thing as the number of transactions that you have. Knowing your true number of customers especially active customers is very important
* Getting a centralized view of your customers becomes difficult because data vendors do not like to work together making collecting all your data seem impossible.
* To reasonably identify a person in your database you need their Name and at the very least one of either Email or Physical Address. Collecting and having both types of addresses is great and an added bonus would be Phone Number.
* More variety of data is more important than just sheer accuracy and the fact that each data source works together is even more important, because predicting who is going to do what is not from one channel or one technology it really happens when you are combining all these things and that’s customer 360.
Below is a lightly edited transcript of Episode 26 of the Inevitable Success Podcast.
Transcript:
Damian: Welcome to the Inevitable Success Podcast sponsored by BuyerGenomics, where our goal is to help you, the marketer, make success inevitable. Each episode will discuss the craft of data-driven marketing, helping you uncover new and profitable ideas. You will also learn what works and what doesn’t work from top marketing professionals and thought leaders. I’m your host Damian Bergamaschi and inevitable success starts here.
So here we are at BuyerGenomics headquarters here in Manhattan, New York. As a marketer, almost every single month and week I am seeing messages where the entire marketing team — especially the marketing software space — is starting to use words like “True View of the customer,” and “360 degree view of the customer.” Marketers are using words like “customer centric.”
Today I want to go deep with you and peel the onion on what it really means to be customer-centric in your marketing. And, how do you discern, what is an apples to apples comparison between those terms? How do you identify which one of those you really need; customer centric, 360 degree view, or TrueView? Okay, so kick it off.
Stephen: Well those words all mean the same thing. But there are wrong usage of the word, or right usage. And another way to say that is there are a lot of poseurs out there. Let me just say it.
Damian: Yeah we covered that before, the data posers.
Stephen: Well for the analytical term, but these are blunt lies spoken by software companies, let me go that far. I know because when Dave and I ask them “What kind of a segment did you mail to last time?,” they say. “Anybody who clicked something past 30 days.” OK. So you have a one-channel view that’s not customer 360. Customer 360 means that everything that you did, every breath you take basically — not just what you click that’s a digital view.
Damian: What about offline view?
Stephen: You know one of the things that I often question is how easy it is for you to integrate data through our toolset in the CRM space. Well, isn’t that the first step? I don’t care if somebody bought it from online or offline. Yes, I want to record it differently.
But if the same person went to the store, or next time he figured, “I don’t need to go to the store, I know what I like,” so he ordered online. What is he? How many times did he really buy from you, once or twice? How many items he buy? What is the average order on online or offline?
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By The Inevitable Success PodcastObtaining a True 360° Customer View
* A true 360° view of your customer must include every interaction they have with your brand not just clicks on your website or things they have bought.
* The number of customers in your database is not the same thing as the number of transactions that you have. Knowing your true number of customers especially active customers is very important
* Getting a centralized view of your customers becomes difficult because data vendors do not like to work together making collecting all your data seem impossible.
* To reasonably identify a person in your database you need their Name and at the very least one of either Email or Physical Address. Collecting and having both types of addresses is great and an added bonus would be Phone Number.
* More variety of data is more important than just sheer accuracy and the fact that each data source works together is even more important, because predicting who is going to do what is not from one channel or one technology it really happens when you are combining all these things and that’s customer 360.
Below is a lightly edited transcript of Episode 26 of the Inevitable Success Podcast.
Transcript:
Damian: Welcome to the Inevitable Success Podcast sponsored by BuyerGenomics, where our goal is to help you, the marketer, make success inevitable. Each episode will discuss the craft of data-driven marketing, helping you uncover new and profitable ideas. You will also learn what works and what doesn’t work from top marketing professionals and thought leaders. I’m your host Damian Bergamaschi and inevitable success starts here.
So here we are at BuyerGenomics headquarters here in Manhattan, New York. As a marketer, almost every single month and week I am seeing messages where the entire marketing team — especially the marketing software space — is starting to use words like “True View of the customer,” and “360 degree view of the customer.” Marketers are using words like “customer centric.”
Today I want to go deep with you and peel the onion on what it really means to be customer-centric in your marketing. And, how do you discern, what is an apples to apples comparison between those terms? How do you identify which one of those you really need; customer centric, 360 degree view, or TrueView? Okay, so kick it off.
Stephen: Well those words all mean the same thing. But there are wrong usage of the word, or right usage. And another way to say that is there are a lot of poseurs out there. Let me just say it.
Damian: Yeah we covered that before, the data posers.
Stephen: Well for the analytical term, but these are blunt lies spoken by software companies, let me go that far. I know because when Dave and I ask them “What kind of a segment did you mail to last time?,” they say. “Anybody who clicked something past 30 days.” OK. So you have a one-channel view that’s not customer 360. Customer 360 means that everything that you did, every breath you take basically — not just what you click that’s a digital view.
Damian: What about offline view?
Stephen: You know one of the things that I often question is how easy it is for you to integrate data through our toolset in the CRM space. Well, isn’t that the first step? I don’t care if somebody bought it from online or offline. Yes, I want to record it differently.
But if the same person went to the store, or next time he figured, “I don’t need to go to the store, I know what I like,” so he ordered online. What is he? How many times did he really buy from you, once or twice? How many items he buy? What is the average order on online or offline?