Foundations of Customer 360 Strategy

This unit introduces the core concepts, competitive context, and technology foundations of a Customer 360 approach, covering customer-as-asset thinking, common tactics, Porter’s Five Forces, customer location mapping, CRM platforms (e.g., Salesforce), and the evolution of data types. Students will also explore how GenAI can create value and begin crafting a strategic vision that prepares them for deeper applied work in subsequent units.

Learning Objectives

• Analyze how customers function as a strategic asset and apply Porter’s Five Forces to assess competitive influences on Customer 360 initiatives
• Evaluate common Customer 360 tactics and map multichannel customer touchpoints to identify where customers are and priority engagement opportunities
• Demonstrate understanding of CRM systems by distinguishing data types, describing their evolution, and explaining how platforms like Salesforce enable unified customer profiles
• Apply principles of emerging technologies by proposing a GenAI-enabled use case and articulating a high-level strategic vision that connects technical capability to measurable business outcomes