A Frost & Sullivan White Paper
Putting Customers at the Center: A 360-degree View
Consumers are more empowered and knowledgeable than ever before, and expectations for excellent
customer service, sales knowledge, and technical support have soared. Moreover, each customer expects
companies to respond to them on the channels of their choice, with history and context. Many consumers
are insisting that businesses anticipate their every need—requiring a 360-degree view of the customer.
The current aspiration among contact center software companies is to provide a “single pane of
glass” to display historical customer information and predictive responses without an agent needing
to toggle between systems. However, the rise of digital communication has revealed that many
companies haven’t been putting the customer first.
According to Paul Hagen of West Monroe Partners:
”For many businesses, the ability to adapt more rapidly to market changes is existential: adapt or
fail. Customer behavior is changing as fast as digital capabilities evolve, and experiences outside of
traditional industry boundaries are shaping their expectations. These shifts are upending business
models and enabling competitors or startups to reimagine customer experiences.”1
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