C02 · PRACTICE GUIDE
Customer 360
Create a shared, current view of customer context, people, commitments and evidence.
Customer 360 is a usable decision view, not a warehouse of every available field. Bring together business priorities, stakeholders, contracts, use cases, success plans, adoption, issues and value evidence. Keep a source and freshness marker for information that affects a decision.
Put it into practice
Identify the questions a team must answer before engaging the customer: priorities, decision makers, commitments, current use cases and unresolved risks.
Assign an authoritative source and owner to each fact. Separate customer statements, observed data and internal assumptions.
Refresh the view at material events and before governance meetings. Allow several contracts and use cases to have different lifecycle states.
What good evidence looks like
A decision-ready customer brief with source links, update dates, stakeholder roles and active outcomes.
WATCH FOR
A common failure mode
Treating a CRM profile as complete customer understanding, or hiding contradictory and stale information.
What to measure
Coverage and freshness of decision-critical facts; do not reward record volume.
Practice guidance · Framework v1.0 · Published September 2026. Adapt the method to your business model, customer segment and decision authority.