I must admit that during my early journey of being focused on the customer, I usually thought we should have a 360 degree view of the customer. I’ve discovered lots of challenges (not to mention costs) associated with this approach.

Is the goal to know everything a customer does with us or to improve the experience and produce loyal customers? The goal and why it is important should drive our approach.

Some recommendations for shedding the fallacy are:

• Prioritize areas of change.
• Separate detecting from diagnosing.
• Measure customer journeys, not interactions.
• Focus on key customers and key moments.
• Tap into employee insights.

As Bruce Temkin suggests in this article, it is in fact a fallacy.

The idea of tracking how all of your customers interact with your company across every interaction so called “360-degree view” sounds great. But this level of customer tracking is not typically practical or achievable, nor would it be the best use of resources even if it were possible.

via CX Fallacy #9: Develop A 360-Degree View of the Customer | Customer Experience Matters.