Customer 360 is an essential tool for businesses seeking to understand customer behavior and preferences in order to provide personalized interactions. It involves synthesizing data from various sources to create a comprehensive view of the customer, including activity, intent, satisfaction, influence, preferences, and context. Businesses must invest in digital platforms that enable real-time unified profiles with actionable intelligence to stay competitive. The ability to deliver contextually relevant experiences is crucial for survival in today's market, as customers increasingly demand personalized interactions.