{"id":19777,"date":"2025-05-23T00:00:00","date_gmt":"2025-05-22T22:00:00","guid":{"rendered":"https:\/\/alistar.net\/?p=19777"},"modified":"2026-10-02T10:38:53","modified_gmt":"2026-10-02T08:38:53","slug":"how-service-marketing-and-sales-form-a-unified-whole-thanks-to-a-360-degree-view-of-the-customer","status":"publish","type":"post","link":"https:\/\/alistar.net\/en\/blog\/hoe-service-marketing-en-sales-een-geheel-vormen-dankzij-een-360-klantbeeld\/","title":{"rendered":"How Service, Marketing, and Sales Work Together as a Single Entity Thanks to a 360\u00b0 View of the Customer"},"content":{"rendered":"

Sound familiar?<\/strong> Sales doesn't know that the customer filed a complaint with support just last week. Marketing keeps automatically sending emails to leads who are now customers. And the customer? They get different stories from different employees\u2014and have to start from scratch every time.<\/p>\n\n\n\n

In a world where customer experience is what really makes the difference, that approach is no longer appropriate.<\/p>\n\n\n\n

As a result, more and more organizations are switching to a 360\u00b0 view of the customer<\/strong>: a comprehensive, up-to-date overview of all customer interactions\u2014from initial contact to after-sales support. No more scattered bits of information spread across departments, but a single, shared view of the customer.<\/p>\n\n\n\n

With Microsoft Dynamics 365 Customer Engagement (CE)<\/a><\/strong> You bring Service, Marketing, and Sales together on a single platform. The result: every team works with the same information and knows exactly who the customer is, what they need, and when to take action.<\/p>\n\n\n\n

What is a 360\u00b0 customer view?<\/h2>\n\n\n\n

A 360\u00b0 view of the customer<\/strong> provides your organization with a comprehensive, up-to-date, and dynamic overview of all interactions, data, and touchpoints with a customer. It consolidates information from marketing, sales, and service into a single, integrated customer profile. This way, you no longer work with scattered bits of customer information, but with a shared view that can be used throughout the entire company.<\/p>\n\n\n\n

The result? Everyone is watching the same customer reality<\/strong>, enabling teams to collaborate more effectively, respond more quickly, and provide a more personalized experience for customers.<\/p>\n\n\n\n

Domain<\/strong><\/td>Examples of data<\/strong><\/td>Practical Application<\/strong><\/td><\/tr>
Marketing<\/strong><\/td>Campaigns, email interactions, click behavior, preferences, segments<\/td>Personalized content, targeted retargeting, lead scoring based on behavior and interests<\/td><\/tr>
Sales<\/strong><\/td>Quotes, deals, touchpoints, purchase history, follow-up actions<\/td>Insight into the customer journey, better-timed sales calls, and cross-selling and upselling based on previous purchases<\/td><\/tr>
Service<\/strong><\/td>Support tickets, callback requests, chat conversations, customer satisfaction, resolution times<\/td>Quick and context-specific assistance, less repetition for the customer, insight into recurring issues<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Thanks to this 360\u00b0 view, you can work proactively rather than reactively. You\u2019ll spot signs earlier, avoid duplicating efforts, and deliver an experience that\u2019s truly tailored to the customer.<\/p>\n\n\n\n

From scattered puzzle pieces to a single, clear view of the customer\u2014that\u2019s the power of a 360\u00b0 approach.<\/strong><\/p>\n\n\n\n

Why is it so important?<\/h2>\n\n\n\n

According to research by Zendesk, a 360\u00b0 view of the customer is absolutely key to better customer service. And that makes sense: if you know what\u2019s going on with a customer\u2014regardless of which team they\u2019ve been in contact with\u2014you can help them faster, in a more personalized way, and more efficiently.<\/p>\n\n\n\n

Here are a few benefits:<\/strong><\/p>\n\n\n\n