Customer 360 Foundations and Strategy

This unit introduces foundational concepts of Customer 360, treating customer data as a strategic asset and surveying the tools, tactics, and business frameworks used to activate it. Students explore data types and evolution, CRM and Salesforce use cases, competitive strategy (Five Forces), customer discovery across channels, and early GenAI opportunities and risks to prepare for hands-on data science work in subsequent units.

Learning Objectives

• Analyze the role of customer data as a strategic asset by categorizing at least five data sources and three evolving data types covered in the unit
• Apply Customer 360 tactics and CRM concepts to map a customer journey across multiple channels and select appropriate CRM touchpoints (e.g., Salesforce) for three identified scenarios
• Demonstrate understanding of competitive context by using Porter’s Five Forces to produce a one-page evaluation of how customer-centric strategies affect market position in a chosen industry
• Evaluate the potential value, ethical considerations, and privacy risks of GenAI-driven Customer 360 use cases and propose two feasible GenAI applications with mitigation strategies