In the digital age, data has become one of the most valuable assets for companies. The ability to collect, analyze and use this data can make the difference between success and failure.
One of the most effective strategies for maximizing the value of data is the implementation of a 360 customer view. This strategy does not only provide a holistic view of each customer, but also allows you to personalize experiences, optimize marketing campaigns and improve decision making in real time.
A 360 customer view is a comprehensive approach that seeks to consolidate all relevant customer information from multiple sources. This includes demographic data, purchase history, social media interactions, website behavior, and more.
The goal is to create a detailed and unified profile of each customer, giving companies a holistic view that allows them to better understand their needs and behaviors.
Discover how a leading pharmaceutical company managed to leverage customer data by implementing a personalized 360 Customer Platform. This success story reveals innovative tactics and amazing results such as:
A major aspect of the effective implementation of a 360 customer strategy is the creation of a single customer view. This repository centralizes all customer information, integrating it from multiple sources and eliminating data fragmentation. This allows companies to have a unified and consistent view of each customer, which is critical to developing personalized and effective strategies.
Single customer views also facilitate the creation of complete customer profiles, integrating data from different departments that would otherwise be stored in data silos. This does not only improve operational efficiency, but also enables better collaboration and a more cohesive approach to customer experience management. In addition, by having unified data, companies can easily identify what information is missing and take action to collect the necessary data, further enriching customer profiles.
Creating a 360º customer view has multiple benefits and applications:
Implementing a 360 customer strategy is crucial for several reasons:
Amazon is a clear example of a company that has successfully implemented a 360 customer view. The company uses shopping and browsing behavior data to recommend relevant products to its customers, enhancing cross-selling and up-selling strategies. Its "frequently shopped together" feature is a demonstration of how a holistic view of the customer can significantly increase sales and customer satisfaction.
Netflix uses predictive analytics to suggest personalized content based on its users' viewing history. This strategy not only improves the user experience, but also increases the time customers spend on the platform, boosting their retention. In fact, it is estimated that 80% of the content watched on Netflix comes from its automatic recommendations.
Sephora uses a 360 customer view to track its customers' product preferences and purchase history. This allows them to offer personalized recommendations and rewards, which increases customer loyalty and encourages more frequent purchases.
Implementing a 360 customer view involves several core steps:
The implementation of Customer 360 views in the pharmaceutical industry presents unique challenges and particularities, especially due to the diversity of its customers, which include not only end consumers but also medical professionals, hospitals and pharmacies.
This introduces additional challenges in data management and personalization of the customer experience (CX), due to strict regulations on the management and protection of personal and professional data.
Recent investigations project that in less than two years, 85% of pharmaceutical companies will be data-driven. This puts us in a scenario where pharma that does not adopt a comprehensive data and analytics strategy will face a significant competitive disadvantage.
Implementing Customer 360 strategies in the pharmaceutical industry offers numerous benefits:
Would you like to know how a leading pharmaceutical company managed to increase customer engagement by 35%: 20% improvement in customer satisfaction 20% with a tailor-made Customer 360 platform?
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A Customer Data Platform (CDP) is an essential tool for achieving a centralized and unified view of the customer. CDPs integrate data from multiple sources, both online and offline, creating a complete and up-to-date profile of each customer.
In addition, CDPs enable advanced segmentation and the creation of specific audiences, facilitating the personalization and optimization of interactions across all touch points.
The creation of a 360 Customer View is a powerful strategy that enables companies to gain a holistic view of their customers. This view does not only facilitate the personalization of experiences and the optimization of marketing campaigns, but also improves data-driven decision making and increases operational efficiency.
Leading companies such as Amazon, Netflix and Sephora have demonstrated the benefits of this strategy, and its implementation can be equally transformative in other industries, including pharmaceuticals. Adopting a 360 customer view does not only drive business growth, but also strengthens customer relationships, clearing the way for a more successful and sustainable future.
In short, a 360 customer view represents a paradigm shift in how companies interact with their customers. By integrating and analyzing data from multiple sources, companies can deliver more personalized experiences, spot new business opportunities and stay competitive in an increasingly customer-centric marketplace.