Single View versus the 360′ view

This is a short post as I’m often asked what the difference is between the two views.
A single view is about an aggregation of data designed to ensure that many internal systems are kept in alignment. The benefit to the customer being that they only need maintain their customer details with the organization once. Years ago, I had arranged to visit a CRM vendor to discuss CRM partnerships. I rang the Alliance Manager and made an appointment with her. The day before the meeting, I thought I should research their offering so I went onto their website. I had to register for an online demo. About 5 minutes into the demo, my phone rang.

” Hello, it’s Jason here from XYZ software Inc (for those about to Google this company, that is a made up name!)…I notice you have just logged on to our demo. Do you have any questions?”

I was not that impressed. I mean, it was just a Telesales guy trying to sell to me wasn’t it? He had my details from the registration form. I told him that I was just researching their latest release.

“Oh, I guess that’s in preparation for your meeting with Sandra tomorrow?”

I was blown away. That was my first experience of a Single View and it had me at Single.
A 360 degree view is an aggregation of data to provide an all round view of that customers interactions and transactions with your organization. It is supported by a Single View but the difference is that it enables great potential for upwelling, cross selling and providing superior customer service. A good example is that of a citizen contacting their local council. They may wish to check up on their rates bill, report a pothole and see what has happened to their planning application. This information may reside in three different systems but the citizen doesn’t care. He sees it as “dealing with my Council” and expects the answer to his enquiries at your fingertips. Technically, there are several ways to achieve this view but there must be an identifier common to all systems to ensure that the information being accessed really does relate to that particular citizen.
There is no doubt that both of these concepts are closely related and are not always easy to achieve. Poor data quality has scuppered many well intended attempts to create these views. Nevertheless, the value can be enormous and well worth doing properly.

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Author: Nick Davey

Evangelist, Strategist, Leader, Implementor, Author, Speaker and all round nice guy, Nick has built his entire career on improving the management of customers both from a customers perspective "looking in" and from within an organisation "looking out". You might call it CRM. Customer Relationship Management or, as Nick often says, Constantly Realigning Misconceptions. Nick reiterates that his comments are his own personal comments and do not necessarily reflect the opinions, strategy or views of any previous employer or customer.. He is delighted to be impartial and able to share ideas with open minded and collaborative professionals around the world. Outside of his passion for CRM, Nick pursues other less demanding passions such as Scuba Diving, Native Wildlife (e.g Wallaby) Rescue and Rehabilitation, Amateur Flying and watching as much Sport as his long suffering wife will permit.

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