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Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

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360-Degree Customer View

September 24, 2018

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Gartner recently categorized the buzzword “360-Degree Customer View” on its Hype Cycle and determined that it was at the “peak of inflated expectations.” Marketers everywhere are touting a “360-Degree View” as the holy grail for customer experience. And yet the actual results are mixed.

I’ve heard reference to another Gartner study (but I haven’t found the original source) that claimed that fewer than 10% of companies have a 360-degree customer view, and only 5% use this view to systematically grow their business.

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The state of a “360-Degree Customer View” reminds me of the saying about Big Data that made the rounds a few years ago:

“Big Data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.”

Here are a few related cartoons I’ve drawn over the years:

“The Customer Journey” September 2016

“Customer Journey Mapping” April 2016

“The Customer Journey” March 2018

Filed Under: customer experience

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Marketoonist is the thought bubble of Tom Fishburne a career marketer and cartoonist. Learn More...

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Tom Fishburne is the Founder and CEO of Marketoonist, a content marketing studio that helps businesses reach their audiences with cartoons.

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