360 CRM integrates all customer touchpoints like marketing, sales, service and support into a single unified system. It provides a holistic 360-degree view of customer relationships.

Companies need 360 degree CRM to develop a complete understanding of the customer and improve experiences across all touchpoints. With customers interacting with organizations through a variety of channels, having a unified view of the customer journey becomes critical.

CRM system contains rich customer profile and transaction data, making it a prime channel for delivering personalization. Here are some effective strategies:

1. Profiling Within the CRM Leverage data capture forms and automated integrations to build robust customer attributes, preferences and histories directly within the CRM platform.

2. Segmentation & Scoring Apply behavior and profile attributes to AI-driven customer segmentation and predictive scoring to group customers and understand needs.

3. 1:1 Marketing Campaigns Leverage CRM marketing automation to trigger hyper-personalized, multi-channel journeys based on attributes, past interactions and next best actions.

4. Real-Time Recommendations Surface individual product, service or deal recommendations on CRM pages leveraging AI/ML on profiling data to optimize for each user.

5. Intuitive Agent Interface Agents have well-rounded profiles at their fingertips including recent activity and automated insight cards to handle customers seamlessly on a visit.

6. Omnichannel Orchestration CRM acts as central hub connecting personalized touchpoints across channels based on a shared customer profile and interaction history.

7. Testing & Optimization A/B test content, offers or flows to optimize experience ROI based on CRM insights into attributed conversions and other KPIs.

Maximizing the lifetime value(LTV) of customers requires coordinated efforts across departments. Emerging technologies play a key role in powering a complete approach to CRM:

1. Centralized Customer Data Platform (CDP) Integrate identities, profiles, transactions and engagement data from all systems into a single unified view for individualized insights.

2. AI-Driven Customer Profiling Leverage machine learning on vast datasets to automatically discover attributes, preferences and patterns enriching profiles in real-time.

3. Advanced Analytics & Predictive Scoring Surface actionable segments, likelihood to churn/purchase and next best actions through predictive algorithms.

4. Automated Personalization Engines Orchestrate 1:1 digital journeys, offers, content and recommendations dynamically based on profiling across channels.

5. Intelligent Agent Workspace Empower service teams with a tool surfaced contextually relevant history/insights for effortless assistance and next product/service matching.

6. Real-Time Omnichannel Orchestration Sync profiles and interactions across departments/divisions for seamless hand-offs regardless of initial contact point.

Determining whether CRM initiatives enhance the customer experience requires defining relevant key performance indicators tracked over time.

• Customer Satisfaction: Surveying customers on the ease, enjoyment and overall helpfulness of each touchpoint surfaces areas for improvement. Comparisons over time indicate initiatives' impact.

• Net Promoter Score: This advocacy metric shows how likely customers are to recommend the brand. Higher NPS correlates to stronger loyalty as customers become promoters.

• Customer Effort Score: Ratings on convenience and friction lessness within the customer experience helps optimize automated tools and agent processes for maximum ease.

• Resolution Speed: Average handle time for issues addressed shows success in training support teams and implementing self-service capabilities for first-contact resolution.

• Retention Rates: Churn analysis indicates if experience investments retain customers engaged longer with repeated purchases instead of attrition.

• Cross-Sell Rates: Incremental revenues generated from personalized recommendations and offers served to each customer profile over time through reinforced loyalty.

• Lifetime Customer Value: The consolidated growth impact on long-term revenues less acquisition costs when satisfied repeat buyers and promoters drive new opportunities through advocacy.