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2025 | OriginalPaper | Chapter

How to Get a 360° Customer View

Author : Steffen Deufel

Published in: CRM Goes Digital

Publisher: Springer Fachmedien Wiesbaden

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Abstract

The chapter delves into the necessity of a 360° customer view in today's omnichannel retail environment, where customers seamlessly switch between online and offline interactions. It highlights the challenges of integrating these diverse touchpoints and proposes solutions such as linking CRM and analytics systems. The integration of Salesforce and Google Analytics 360 is showcased as an exemplary model for achieving a holistic customer view, enabling personalized experiences and optimized campaigns. The chapter also discusses the future of technology partnerships and the role of AI in enhancing customer analytics and experiences.
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Metadata
Title
How to Get a 360° Customer View
Author
Steffen Deufel
Copyright Year
2025
Book
CRM Goes Digital

Print ISBN: 978-3-658-45797-6

Electronic ISBN: 978-3-658-45798-3

Copyright Year: 2025

DOI
https://doi.org/10.1007/978-3-658-45798-3_8