The 360-degree customer view is the Holy Grail of B2C marketers: often sought but frequently unattainable. Companies that aspire to the Customer 360 view seek to aggregate and unify customer interaction touchpoints -- from online transactions, social media, forums, and physical touches to third-party interactions, customer support, and service -- to better understand the customer journey, meet demand, and personalize the customer experience.
The challenge, of course, is that the customer data is spread across these numerous touchpoints. Without system synchronization, errors and duplicate records can become an ongoing problem.
Customer 360 acts as the hub that links and synchronizes the information about your customers. It becomes the source of reference for finding the most up-to-date information. Many call this the “single source of truth” about the customer. The data can then be de-duplicated, aggregated, analyzed, and displayed on demand.
In the not-too distant past, interactions were largely limited to physical touch points or the phone. With the explosion of new interaction platforms, the job of aggreggating these disparate data sources has proven to be difficult. To really get a handle on all this data, modern B2C marketers need to engage with data management, data storage, data analytics, and often ML and BI tools to merge, unify, and then analyze these transactions to drive business insight.
SNOWFLAKE AND CUSTOMER 360
The number of tools deployed in the average Martech stack has exploded from just a few to more than 90 SaaS applications. Marketers have struggled to consolidate these disparate data sources to both quickly react to customer behavior and also to report internally on performance.
Snowflake's Data Cloud solves this challenge, which collects and unifies all customer 360 data points -- semi-structured or structured -- into an easy-to-query SQL data warehouse that integrates with leading data analytics, BI, ML, and data management tools. This allows marketers to eliminate data silos and react to customer behavorial trends with timely and personalized campaigns.
With a holistic, omnichannel customer 360 view across all touchpoints, marketers can build customer 360 use cases and brand experiences that result in increased loyalty and repeat purchases.