Imagine synchronizing every piece of customer data from across your organization into a single integrated platform. You could generate a panoramic view of consumer activities and develop an understanding of what your customers really want. 

Customer 360 helps you do all of that. 

It's the practice of integrating customer data from multiple sources so you can deliver better experiences for every person who engages with your organization. 

Below, learn about customer 360, how it works, and its benefits. Then discover how a data integration tool such as Integrate.io helps you achieve your customer experience objectives. 

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Integrate.io is the ETL solution that creates a 360-degree view of customer data. Use it to move data sets from Salesforce and other sources to a centralized location for big data analytics. Start your 7-day trial with Integrate.io today. 

Read more: 5 Customer Data Integration Best Practices

What is Customer 360?

Customer 360 is the amalgamation of customer data from across your organization. It includes all customer contact details, demographic data, and every 'touchpoint' customers have with your company. That means every product purchase, customer complaint, and mailing list signup. 

By uniting all this data, you get a holistic — or 360-degree — view of your customers as they move through your sales and marketing funnels. Data now exists in one central location, making it easier to analyze and interpret that data. With customer 360, your data analysts can draw conclusions from customer data sets and identify trends and patterns from those records. 

Customer 360 combines data from various sources and moves it to a single data store (typically a data warehouse) for analytics. Those sources include Salesforce, the world's No.1 customer relationship management (CRM) system. While Salesforce is effective for storing, sharing, and tracking customer activities, it can't analyze and visualize complex data sets like business intelligence (BI) tools do. So that's why so many data-driven companies move Salesforce data to a warehouse and then run that data through BI platforms for more effective analytics. 

Other data sources that help with customer 360 include:

  • CRM systems other than Salesforce
  • Relational databases
  • Transactional databases
  • Columnar databases
  • NoSQL databases
  • Legacy systems

Read more: Salesforce Data Integration

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Why is Customer 360 Important?

Customer 360 is critical for companies that want to grow their business. By moving data from different sources into a centralized location, you create a single, unified view or single pane of glass of customer data. With all your customer data in one place, you can optimize day-to-day workflows by analyzing customer trends and behaviors and then use these insights to improve customer-related tasks in your organization. 

Here are some customer 360 use cases:

  • A retailer wants to improve sales. It does this by creating a single, unified view of customer data and analyzing customer purchasing habits. The retailer can then deliver personalized shopping experiences that increase engagement and, ultimately, sales. 
  • A manufacturer wants to improve its website for customers that purchase raw materials. It does this by creating a 360-degree view of its customers and analyzing website engagement metrics such as bounce rates, page views, and time spent on its website. 
  • A marketing team wants to engage more of its customers on social media. It does this by moving data from its organization's CRM system to a data warehouse and then running the data through BI tools that analyze metrics such as social sentiment and share of voice.

How to Create a 360-Degree View of Customers

Forty-five percent of organizations want technologies and app development tools that create a single, unified view of consumers across all channels. That means digital tools that aggregate all customer data held by an organization and display that data in one place. 

For a single, unified view of customers to happen, you need to integrate data from different sources into a single location. Integrating data across touchpoints and internal functions such as sales, marketing, and customer services is a top priority for data-driven enterprises. However, nearly one in three of these companies find data integration a challenge. That's because data often exists in 'silos' — disparate data repositories that are not easily accessible and isolated from the decision-makers in an organization. 

This is where companies might use a data integration solution. That's the name given to digital tools that extract, transform, cleanse, map, and move data from multiple sources to a new location, typically for analytics. These tools perform data integration in various ways. However, one of the most popular methods is Extract, Transform, and Load (ETL).

ETL is the process of extracting data from its source, transforming it into the proper format for analytics, and then loading it to a final destination such as a data warehouse. ETL tools automate customer 360, so users can spend less time coding the data pipelines needed for integration. 

ETL is the preferred customer 360 method for many enterprises because it manages large data loads simultaneously and can perform data transfers in mere minutes, allowing data analysts to generate business intelligence in real-time or near-real-time. It also enables advanced data extraction, profiling, and cleansing and can execute data integration in accordance with data governance legislation such as GDPR, HIPAA, and CCPA.

However, not all ETL tools are created equal.

Read more: The Power of Customer Support Data for Marketing 

How Integrate.io Helps

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Integrate.io is a no-code/low-code ETL platform that facilitates customer 360 by extracting data from various sources, transforming data into the correct format, and loading it to a modern data warehouse. This automated process enables you to run customer data through BI tools for unprecedented business intelligence about sales, marketing, customer service, and other functions in your organization. 

Integrate.io's simple drag-and-drop point-and-click display makes data integration easy. So does its out-of-the-box no-code connectors for Salesforce, other CRM platforms, and various data sources. With Integrate.io, you only pay for the number of connectors you use and not the amount of data you consume, which could save you money. Plus, you get telephone and email support if you need a helping hand. 

Integrate.io is a data integration platform that streamlines customer 360. It moves data from Salesforce and other sources to a final destination for big data analytics. Start your 7-day trial with Integrate.io now!