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.
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
Richard Warland says
A “360 Degree view” is not as hard as it sounds. Basically it requires the collection of data from every customer touchpoint with the business… but from your figures it would appear that it falls into the “all too hard” basket!
Richard Warland says
Great cartoons by the way!