In a nutshell the 360 degree customer view is the ability to provide your service agents with all of the information they need to make a decision. At a basic level this means presenting the agent with all of the data relevant to the case on which they are working, as well as historical data on the customer e.g. previous incidents, other account information, purchase history. Multiple business applications and customer databases mean that even today for many organizations a basic 360 degree customer view, showing current and historical customer data, has been difficult to achieve.
In order to make the best decision on behalf of the customer and their organization agents need more than just historical and current customer information they also need future projections for the customer for example their estimated lifetime value and their potential to churn. Agents also need to be aware of current organization business targets as well as real time competitive information to for example validate customer claims about a competitive offer. Thus the 360 degree customer view is evolving extending beyond current and historical customer data to encompass future customer predictions, an organization perspective as well as competitive information.
As Data Analytics, CRM, BPM and Case Management applications begin to coalesce we will see new attempts to deliver the 360 customer view. CRM applications will continue to be used to manage the customer data and are today being be extended using BPM applications to automate and remove the mundane customer processes from the agent workload and Case Management applications to allow agents to handle complex customer cases and integrate with multiple data repositories. Add analytics tools that deliver predictions about future customer behaviour and real time data on your competitors and we begin to see how the service desk of the future will look.
The 360 degree customer view remains a valid if poorly executed concept. With CRM, BPM, Case Management and Data Analytics we might however be on the verge of reaching the holy grail.