With a comprehensive view of your customer, marketers can craft personalized and effective marketing, as 71% of customers expect personalization and 76% get frustrated when they don't find it. A real-time, comprehensive Customer 360 is the beating heart of the customer-centric enterprise, enabling increasing new business, improving customer retention, and reducing customer churn. To achieve this, marketers must leverage data from various digital touchpoints, such as WhatsApp and chatbots, to gain a deeper understanding of their customers' motivations and individual needs. Building a modern data stack with governed access is crucial, allowing marketing leaders to collaborate with their data teams to create a true Customer 360 strategy that enables innovation in the future.