extended 360 degree view of customer
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telling the right story Confidential © Bloor Research 2014
360o view is well proven The 360o view of the customer is well-established and proven as a concept, based around customer relationship management (CRM) and/or master data management (MDM) software. MDM software may also be used as the basis for other 360o views of, say, suppliers or products.
360º view offers
competitive
advantage to best-in-
class firms
Source: Aberdeen Group
“Creating a Complete Customer
View: Best Practices in Master
Data,
May 2011”
telling the right story Confidential © Bloor Research 2014
Traditionally, 360o views have been based on structured data but unstructured data such as emails, texts and social media will dwarf the amount of structured data available and can be used to augment 360o views into an extended or expanded 360o view.
Big data changes the game
By 2020, digital records
will be 44 times larger
than in 2009
Source: IDC
“The Digital Universe Decade –
Are You Ready?" May 2010
telling the right story Confidential © Bloor Research 2014
To market efficiently to customers means understanding those customers: that is no longer what it was as customers have more options and act differently. But with an extended 360º view we have the opportunity to know more about them.
Today’s customer
360º view of customer
telling the right story Confidential © Bloor Research 2014
But it is not just about external data such as social media.
The sort of big data capabilities that are now available
mean that customer emails, call centre notes and other
internal data can be used to extend your 360o view.
Extended 360º view Fusion of data from multiple systems
enables deeper insights: not just facts
telling the right story Confidential © Bloor Research 2014
Leveraging internally sourced
comments and unstructured data
to assist representatives
Social media – looking for
use of 3rd party hotels
Social media for
customer retention
and acquisition
Sample use cases
Social media for offers to
those that may be interested
in home improvements
Preventative
maintenance
reduces customer
complaints
telling the right story Confidential © Bloor Research 2014
Master Create a trusted, consistent,
reliable master view
Score Score accurately via
probabilistic statistics
Match Match information at
big data scale
Technologies required include data integration, data quality and master data
management.
In IBM terms:
InfoSphere Master Data
Management
InfoSphere
Information Server
What’s needed for a base 360º view
telling the right story Confidential © Bloor Research 2014
Unstructured Data
Content Mgt Systems
Databases Data Warehouses
SCM SOA, ESB, Web Service
Structured
In-place analysis and correlation of big data assets
What’s needed for an extended 360º view
Unstructured
Web RSS Feed
Social Media
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