I have never been a big fan of the term “360-degree view of the customer,” mostly because you never can have a complete view of your customers. It’s simply impossible. Things happen that you don’t capture in the data, as CRM guru Paul Greenberg has pointed out. They get divorced, their dog dies, they get a really nice birthday gift. Those things can affect customers’ buying behavior. If you get a 240- or 250-degree view, you’re doing pretty well. However, you can and should develop a 360-degree view of your customer data.