The concept of a 360° view, especially of customers, although it potentially applies to other things too, has been around for a substantial period of time. The idea behind the 360° view of customers is that the more you know about your customers the easier it will be to meet their needs, both in terms of products and aftersales care, and to market additional goods and services to them in the most efficient fashion. Thus a 360° view helps both in terms of customer retention and acquisition, as well as up-sell and cross-sell. In this presentation which complements Bloor Whitepaper on the "Extended 360 degree view" we will discuss why we believe that extending the traditional 360° view makes sense and we will give some uses that demonstrate why the extended 360° view represents an opportunity, both for those that have already implemented a 360° view and for those that have not.

1. IBM: enhanced 360º
view
author: Philip Howard

2. 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”

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. telling the right story
Confidential © Bloor Research 2014
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Exploration and Discovery
Technologies for an extended 360º view
In IBM terms: Watson Explorer, InfoSphere Streams. ECM and BigInsights
Stream Processing
ECM
Big data analytics