Financial institutions are evolving Customer 360 (C360) strategies by integrating structured, semi-structured, and external data sources (e.g., social media, chatbot scripts) to enhance personalization across expanded digital channels. This richer, real-time view supports AI-driven services, such as chatbots and AR apps. Success depends on unified data platforms that ensure compliance (e.g., GDPR) and enable advanced analytics. C360 maturity progresses through four phases, from internal data use to full simulation modeling. Use cases include TD Bank's AI-driven digital CX and Cloudera’s mortgage risk modeling using deep learning and alternative datasets.

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