Complete Guide to Creating a 360-Degree View of Your Customers

Laura Caveney
24th June 2022

When you’re trying to sell more, it’s best to go back to your customers to understand why and how they bought with you. Getting a 360-degree view of your customers is the best way to do this.

Tracking your customers will allow for a better understanding of how to meet their needs and what motivates them.

Gaining a 360-degree of your customers will help you understand how they think, and what they want and need. 

You can take this knowledge to your sales and marketing teams to refine their strategies for bringing in new customers.

In this blog we’ll go through:

Let’s get stuck in.

What is a 360-degree customer view?

The 360-degree customer view is the idea that companies can get a complete view of customers by compiling touchpoint data to understand how individuals buy products and move through their customer journey. 

It’s often thought of as unattainable due to the sheer amount of data and touchpoints many customers have with a business. 

Related: Complete guide to marketing touchpoints 

Data required to have a 360-degree customer view includes: 

Having this comprehensive view of customers is important because it allows companies to see the “relationship cycle” that exists between them and their customers. 

This cycle includes all the different touchpoints that occur, such as requests for information or complaints. Companies need to track all these interactions to get a better idea of what their customers want and need.

But beyond that, having a full customer journey means you can better understand what in your sales and marketing strategy works. 

🚀 Pro Tip 

Want to track all of your touchpoints as part of a full journey? We show you how in our complete guide.

How to track full customer journeys

What does a 360-degree view show?

A 360-degree view of a customer’s relationship with a brand will provide insight into when they have interacted with your product or service before. 

This view can show you the past, present, and future state of your customers’ relationships with your company. 

Tracking customer information is essential to know what’s going on with the account and the buying cycle at that time.

This data can be used to identify upsell or cross-sell opportunities and better understand what areas they may have a potential interest in.

You’ll be able to identify: 

Benefits of having a 360-degree customer view

There are a whole host of benefits when it comes to implementing a 360-degree customer view. 

Proof of your marketing impact 

One major benefit of a full customer view is being able to correlate touchpoints to conversion actions to better understand what drives new customers. 

With all of the data to hand, you’ll be able to definitively prove what drives revenue and customers, and what doesn’t. 

Take Ruler for example. It can track your users individually and give you a view of full customer journeys.

tracking sara's customer journey in ruler analytics

👉 Book a demo to view your marketing sources against inbound clicks, leads and sales. 

More data for your sales and marketing teams to optimise strategy 

Sales and marketing have historically struggled with alignment. And it’s no surprise. 

Related: How to align your sales and marketing teams 

Marketing is often charged to drive new leads, while sales are responsible for closing new sales. 

But when your responsibility ends with lead generation it can be easy to forget about lead quality. 

And when marketing and sales teams use different tools, have different KPIs and work in silos, they’re always going to struggle to work together to drive revenue. 

Related: Complete guide to revenue attribution 

With a 360-degree view, teams can work together as they have full access to customer data. 

Opportunities for customer care teams 

With a full view of customers, your customer care teams can identify opportunities to find and nurture advocates for your brand. 

These could be people who consistently reengage with your content or who have a good relationship with your teams. 

It can also support customer care teams to better understand what users are struggling with. 

Having a 360-degree customer view enables companies to build a picture in real-time of the customer, what they are trying to do, and how best to resolve their query.

Challenges with building a 360-degree view of the customer

It’s no secret that data is scattered across many different sources, making it difficult for companies to build a complete and accurate view of their customers. 

In fact, according to a study by Boston Consulting Group, as much as 70% of data within companies is siloed in incompatible or inaccessible systems.

This lack of customer visibility can have serious consequences for businesses. Without a 360-degree view of the customer, they are unable to provide a consistent and effective customer experience across all touchpoints. This can lead to lost revenue opportunities and decreased customer loyalty.

In order to build a 360-degree view of the customer, businesses need an attribution solution like Ruler Analytics. 

With an attribution tool in place, companies can access all the relevant data from disparate sources and create one unified customer profile. 

Related: How to get a single source of truth with your data 

However, few businesses today have the skill set necessary to use this data effectively. As buyers become more sophisticated and digitally savvy, businesses must evolve in order to stay competitive.

How can you achieve a 360-degree view?

There are many different ways to collect data about your customers, but it’s important to understand where your customer is in relation to the data. 

Once you have that nailed down, you can start looking at how other departments might be able to help with insights and analysis.

Segmenting customers is key so that you can better understand their interactions with your business across all channels. You should also consider the relationships of other objects in the data as this will help paint a more complete picture.

This is where Ruler comes in. Ruler is a marketing attribution solution. It allows you to track every touchpoint for every website visitor. 

Related: How to view full customer journeys in Ruler

Ruler will build customer journeys within its dashboard. But it doesn’t stop there. It will also fire the data you need where you need it most. That includes things like sending lead source to your CRM and firing revenue data to your analytics apps. 

Related: How to send lead source to your CRM with Ruler 

Every event should be tied back to a business goal for it make sense within the greater 360-degree view. 

As your data becomes more developed, you can build on earlier successes and continue developing use cases until you have a comprehensive view of your customer base.

What software do you need for a 360-degree view? 

In order to have a 360-degree view of the customer, you need access to all the historical data that your company holds on customers. 

This information must be made available in real-time so that you can make timely decisions about your customers.

We recommend the following software to best track your customers: 

Let’s go through why each is vital. 


A CRM should be an integral part of your marketing stack. It allows you to keep track of your inbound leads and gives your sales team the resources they need to nurture leads into customers. 

Related: The role of a CRM in marketing

It’s also a great hub to manage all of your lead and customer information. 

Integrated with the right tools, a CRM can provide you with a wealth of information. 

Interaction analytics 

Another important piece of software for achieving a 360-degree view of the customer is an interaction analytics solution. 

An interaction analytics solution will help you mine soft data such as emotions. 

This data is vital for understanding how customers feel about your company and their interactions with your contact centre agents.

Attribution solution 

Marketing attribution is a solution to most data-connectivity issues. For the 360-view, it allows you to collect and collate touchpoints automatically. 

And, even better, it can allow you to attribute revenue to your most influential channels, campaigns, ads and keywords. 

Related: Complete guide to marketing attribution 

Get on the road to a 360-view of your customers

To get started with your data analytics, the best place to start is by implementing a CRM. 

If you already have one set up, the next step is to integrate marketing attribution. 

Ruler Analytics is a leading provider of attribution. Our tool allows businesses to better understand the impact of their sales, marketing and customer care teams. 

With it in place, you can take the confusion away from data collection and curation.

Learn how Ruler attributes revenue back to your marketing or get stuck in with a demo. Our team of experts will show you what you can stand to learn from our tool.