aheadCRM

For more than twenty years, CRM vendors sold the 360-degree customer view as a commercial superpower: every contact, every transaction, every complaint, every campaign response in one place. As we discussed in our recent CRMKonvo with Andreas Schuster of SugarAI , the promise always had a flaw. Seeing everything is not the same as understanding anything, or seeing the right thing. The question is not whether AI completes the circle, but whether it lets us admit sellers never wanted the circle. TL;DR If you want to watch the full CRMKonvo, please go ahead here (optimized for smartphones) or here (optimized for tablets/computers). Else, be my guest and continue to read. Or do both … Three Point Six Degrees and the Death of the Dashlet Andreas opened with a wordplay that is better than most keynotes: out of the 360 degrees, perhaps only 3.6 matter. " The more they know in terms of data, the less guidance they get what to know. " He recalled sales leaders of a decade ago...

Everyone (and their dog) tells you that you need a 360-degree view on your customer, right? According to Techtarget , the “ 360-degree customer view is the idea, sometimes considered unattainable, that companies can get a complete view of customers by aggregating data from the various touch points that a customer may use to contact a company to purchase products and receive service and support .” And you are fully sold to this famed concept and term. In this case, I am sorry for spoiling your day. You in all likelihood do not have it, you do not need it, and here’s the kicker: You do not want it. The 360-degree view on the customer is just another case of too many people using too many too big words. You are asking why? Let me explain. I fully get it. The customer is your North Star, the guiding light, the one reason for your company to exist. Your company is customer centric, you are looking outside-in. Your company’s purpose includes to help your customers fulfilling their needs and ...