Purpose: The current research aims to investigate how far public sector organizations can
apply the 360-degree view and utilize customer information and insights in tailoring service
delivery and managing CS, particularly within the banking experience.
Methodology: The study is correlational in nature. Its design is both descriptive in the
theoretical part and quantitative in the applied one. So, it provides a short overview of
relevant literature, in addition to conducting a survey for the application in real practice,
and developing a preliminary electronic model fit for public banks.
Findings: The research concluded that CS usually relies on relationships, and the 360-
degree perspective is the basis for inspiring a long-lasting organizational relationship with
customers. Also, it found that to apply a 360-degree customer view model in public banks,
a practical IT solution should be adopted. One suggested all-in-one technical solution is a
360O-CSM system that can integrate with other systems of the bank, aiming to track
customer interactions, create customer profiles, and offer personalized experience.
Originality: The paper adds to the accumulated results in the area of concern, along with
providing a technical solution applicable for public banks. Actually, it can assist academics,
practitioners, and public executives, especially in the Egyptian banking sector, to
comprehend and obtain a comprehensive – theoretical and practical – overview of how to
manage CS through adopting a 360-degree perspective. The study can also help draw
implications for further research opportunities in this domain.