Many businesses have experienced the feeling that they do not actually know their customers as well as they would like.

These days, most companies have customer data all over the place, web clicks, purchase history, social media activity, email subscriptions, contact support, and so on. The issue, however, is that as all information is fragmented, you only get part of the picture.

It is there that the concept of 360-degree customer profiles is presented.

Rather than the basis of one piece of information (such as looking at a person and saying, that person bought a pair of sneakers), you are actually able to see the entire story of how they found you, what they have looked at, how frequently they shop, in what type of emails they open and in which ways they want to engage with your brand.

That sounds very authoritative.

Doesn't it?

The reason is that it is: a 360-degree profile helps you leave the guesswork behind and start to deliver the kind of personalized experience customers desire.

Shall we analyse it?

So, what then is a 360-degree customer profile?

The better to think about it: making a character in a video game. It is more than just knowing their name, but you know their stats, strengths, weaknesses, preferences, and how they respond in situations.

A 360-degree customer profile functions in the same manner. It combines:

• Demographics (age, location, job role)
• Behavioral data (browsing habits, app activity, email clicks)
• Purchase history (past orders, average spend, returns)
• Engagement data (social media likes, reviews, support requests)
• Psychographics (interests, lifestyle choices, motivations)

Once you put all these dots together, then you no longer have a “customer ID” in your databases; rather, you have a real person.

Why Should You Care About 360-Degree Profiles?

There is no denying the fact that customers are overpowered.

When you cannot figure them out, others can.

The 360-degree profile can provide you with the competitive advantage you need, as it is the source that drives personalization. Personalization has moved beyond being a nice investment because it is what customers now expect.

So, what do businesses have to gain:

• Marketing that actually resonates: No more hit and miss campaigns. You are able to deliver hyper-targeted offers or content that can appear highly personalized to a customer.
• Higher retention: Catch some of the earliest indicators of customer churn (such as decreased logins or abandoned carts) and intervene before the customers slip out of your hands.
• Smarter sales conversations: Sales reps will be able to prioritise their leads with strong intent and customise the pitch script according to their previous interactions.
• Better support experiences: With the history and previous complaints visible right in front of the customer care agent, a successful resolution can be achieved.
• Decisions backed by real insights: Rather than ideas tempered by intuitions, you will make wiser choices based on hard facts.

How to Build 360-Degree Customer Profiles (Step by Step)

OK…

Hopefully, now you believe us.

So, how do you go about making one of these magical profiles?

The following is a roadmap you can pick:

• Gather data from every touchpoint
  Analytics on their website…
  CRM tools, email…
  Social media…
  Call records…
  You name it. It is aimed at uniting all the customer interactions within a single hub (a customer data platform will come in handy here).
• Clean up the mess
  Duplicate accounts…
  Incomplete information…
  Obsolete emails all cause confusion. Invest in data cleaning so that you are dealing with quality data and not noise.
• Decide what matters most
  Not everything is valuable data.
  In a fashion company, the preferences on style and rate of purchase may assume prime importance.
  In a SaaS company, it might be features-utilized and support calls.
  Choose the properties that get you to increment.
• Add behavioral and predictive layers
  Get beyond dry data.
  Use analytics to forecast, such as: Who has the greatest likelihood of upgrading?
  Who is going to churn?
  Who will buy at on discount as opposed to full price?
• Segment customers into groups
  When profiles are constructed, they form clusters.
  Loyal customers…
  Deal hunters…
  Customers at risk all receive custom messaging and offers.
• Stay compliant and respectful
  Customers are lending you their data.
  Do not betray their trust. Observe privacy regulations, seek approval, and allow individuals to manage their data.

A Quick Example

Consider an online merchandiser retail store. They are able to provide 360-degree profiles:

• Sneaker heads initially had a chance to have the first dibs on new sneakers.
• Give a discount to the browsers that do not quite exit.
• Invite their VIP buyers into an upscale loyalty program

The difference?

Customers feel recognized, comprehended, and appreciated.

That is the way the response is built.

The obstacles (and how to leap them)

And we are not going to glamorize it.

Developing 360-degree profiles is not challenge-free.

• Data silos: Different and separate departments of the business (marketing, sales, and support) hoard data.
  THE FIX? Cross-team collaboration and Integration tools.
• Messy data: Garbage in = garbage out. Messy data! It is not optional to increase regular audits and data hygiene.
• Scalability: The larger the number of customers, the more complicated the profiles will be. The scale of it is facilitated by AI-driven and cloud-based platforms.
• Privacy concerns: Transparency is key. OPEN UP! Explain clearly what data you are collecting and the use you put on that information.

In a nutshell

The short of it is: Customer 360 profiles have become your B2B weapon in the current competitive business environment. They allow you to look beyond the transaction and have proper insight into who your customers are.

By creating these profiles, you are not only gathering information; you are creating the means to connect, personalize, and deliver value in ways that can be results-driven.

And, when your current approach to customer insights feels a little like skimming the surface of customer knowledge, it is time to go deeper.

Starting to create 360-degree profiles now, and see how your marketing, sales, and relationships with clients change.