Customer 360 is a powerful strategy and an increasingly popular one with business leaders.
Customer 360, which refers to getting a single view of engagement across the entire customer journey, can provide businesses with significant advantages. Customer 360 provides benefits across many areas of their organizations, including marketing, customer service, and technical operations.
During his recent Graph + AI Summit presentation, Building Engagement and Connection with Customer 360, Srinivas Varada, MDM and C360 Practice Leader at Capgemini, looked at ways that enterprises can achieve even more with customer 360.
“Customer 360 extracts insights from psychographic, firmographic, demographic, and other sources of data,” said Srinivas. “With the help of customer 360, we can obtain an informed data experience, which precisely gives you the context, the inference, and the actionable outcomes.”
Unlocking the Value of Data
Srinivas explained that the value of the insights obtained using traditional approaches to data analytics has not correlated well to the investments in those data platforms. Graph models are better at assimilating multiple customer data sources and attributes, and also the behavioral analytics detecting customer communities, influencers, and customer churn.
Graph is ideal for enabling a multi-domain architecture that leverages data from batch sources, real-time sources, and more. Once data has been ingested, the application of entity resolution can identify, match, link, and bind what is, essentially, a multi-entity construct. This results in a 360° view of every entity.
Virtually every industry can benefit from the insights that customer 360 models provide. Although the impact of customer 360 in the retail industry is familiar to all of us, there are significant competitive advantages to be gained in banking, insurance, and hospitality — and an ability to uncover insights from real-time data obtained from internet of things systems in the automotive, transportation, and utility sectors enables the value inherent in data to be unlocked like never before.
Unlocking the Value of Data
Capgemini is partnering with its clients to build engagement and connection and is excited about three ways that graph enables that to be accomplished:
- Customer. Graph assimilates multiple customer data sources and attributes and, in so doing, enables behaviors to be understood, sentiment to be detected, loyalty to be rewarded, churn to be predicted, and so on.
- Marketing. Graph enables market sensibilities to be understood, communities and influencers to be uncovered, leads to be attributed to specific campaigns, channel performance to be measured, hyper-personalized recommendations of products /services to be implemented, and more.
- Operations. Graph assists with uncovering credit risks, detecting fraud and money laundering rings, forecasting working capital reserves, optimizing supply chains, monitoring employee satisfaction, improving organizational productivity, etc.
“Graph depicts not only hierarchies, affiliations, and relationships, but also connects unobvious hidden hierarchies, affiliations, and relationships, by leveraging complex graph traversals,” said Srinivas. “Graph is the foundational layer and enables customer 360 to have an influential role across the board in the industry.”
You can learn more about building engagement and connection with customer 360 and Capgemini by watching the full Graph + AI Summit session.