Enabling Customer 360 View and Customer Touchpoint Tracking Across Digital and Non-Digital Channels

Abstract

In today’s highly competitive, data-driven environment, businesses must develop a unified understanding of customer interactions across both digital and non-digital channels. A Customer 360 View, which incorporates touchpoints from these various sources, can significantly enhance customer relationship management by providing a holistic view of customer behaviors, preferences, and journeys. This paper proposes a structured approach to integrating data from these disparate touchpoints, discusses the challenges
of linking data from different sources, and examines the application of advanced analytics to derive actionable insights. Through effective data integration, real-time tracking, and machine learning techniques, this paper demonstrates how organizations can
create a seamless Customer 360 View for strategic decision-making. Towards the end of the paper, I present a case study where this approach was applied for a midtier asset management firm to increase retail investor revenue by 20%.