Summary

In the connected world of today, most companies will have access to plenty of client data. This is data that could be used, as we've explored in this chapter, to build a strong 360-degree client view, which in turn increases the company's understanding of both its actual and potential customers. The ultimate design goal of a sophisticated client view is to enable the company to better serve the needs of its clients, while continuously improving the business processes, the product offering, and the services offered to clients, ultimately improving operational costs and revenue.

A comprehensive 360-degree client view will lead to higher efficiencies of both sales and marketing processes in the company. By creating a customer-centric business, this will lead to an increase in the share of wallet with every single individual customer. It will reduce the cost of operations by unifying the data and processes around the customer, while also providing better insight into business intelligence, something that we will explore throughout the remaining chapters of this book.

In Chapter 9, CRM Differentiators, we will explore how a 360-degree client view could leverage new technologies and support social channels to provide self-service and automated customer interactions, deliver recommendations and personalized customer experiences, and implement social selling and social advertising that is enabled by AI, big data, and cognitive services. No doubt, such a client view will be expanding your business abilities and accelerating your company's digital transformation.