Customer 360 How Data, AI, and Trust Change Everything
Produktdetaljer
Biografisk notat
MARTIN KIHN is SVP, Strategy, Marketing Cloud at Salesforce. Previously, he was a leading Gartner analyst covering marketing technology and analytics and a VP at Digitas. He is the author of five books including Customer Data Platforms with Chris O’Hara and House of Lies. His articles have appeared in Forbes, the New York Times, AdExchanger, GQ, New York, and others.
ANDREA CHEN LIN a Vice President of Corporate Strategy at Salesforce, leads next generation growth and competitive positioning including data, AI, analytics, automation and integration. Prior to Salesforce, Andrea was the founder and CEO of Pareto Strategy, Inc. a boutique firm, where she served as an advisor or as interim CEO/GM of several companies from VC funded startups to Global 1000 companies.
Become more competitive by developing a superior customer experience through data, AI, and trust - and get your organization ready for AI agents like Agentforce
Customer 360: How Data, AI, and Trust Changes Everything delivers key insight and vision on using emerging technologies to delight customers and become more competitive by providing a superior customer experience. Find out why AI agents like Agentforce need a strong foundation of customer data. This book helps readers attract and engage their customers across channels and throughout their journey, from acquisition and onboarding, through service, upsell, retention, and win-back.
To demonstrate the influence and importance of these ideas, this book contains a multitude of real-world case studies from companies in a range of industries, with business models, and at various stages of digital maturity. Readers will learn about:
- Using exciting technologies like AI and GPT while building a commitment to ethical use, safety, and privacy through secure guardrails
- Getting ready to use exciting emerging technologies like AI agents and autonomous AI
- Organizing data around customers, prospects, and accounts—even if that data comes from many different sources in different formats
- Making new technologies an extension of your existing data investments so that both work better
- Choosing a strategy and implementation plan to minimize time-to-value and ensure success weighing build, buy, or partner
- Handling internal stakeholders and dealing with change in a way that benefits the business
For business leaders, executives, managers, and entrepreneurs, Customer 360: How Data, AI, and Trust Changes Everything is an essential read to understand and connect technology, people, processes, and strategy—truly the future of customer engagement—and leave competitors wondering what just happened.
Preface xi
Introduction xiii
Section One The Five Forces of Customer Experience 1
Chapter 1 Formula 1’s Race Toward Personalization 3
Chapter 2 How the Customer 360 Approach Provides Value 9
Chapter 3 Customer 360 in Action: Some Common Tactics 15
Chapter 4 The Five Forces of Customer 360 23
Chapter 5 What Do Customers Want Right Now? 31
Chapter 6 What Do Companies Need Right Now? 41
Section Two Data + AI + Trust in Action 49
Chapter 7 The Evolution of Customer Data and Platforms—A Case Study 51
Chapter 8 Data Types and Sources 63
Chapter 9 Customer Data in the Enterprise Today 77
Chapter 10 Composable Versus Packaged and Build Versus Buy 89
Chapter 11 What Does “Real Time” Really Mean? 99
Chapter 12 AI in Action Today! 107
Chapter 13 Having Faith in the System: How Can We Trust the AI? 123
Chapter 14 Data Collaboration—A Rising Imperative 135
Chapter 15 Privacy, Compliance, and Consent 143
Chapter 16 Next-generation Analytics for the Enterprise 151
Section Three Data + AI + Trust in the Workplace 161
Chapter 17 AI Hype Versus Reality? What Does This Mean for Humans? 163
Chapter 18 Organizational Structures and Centers of Excellence 173
Chapter 19 Leading Through Transformation— What’s Next? 185
Chapter 20 Summing Up 195
Notes 203
Acknowledgments 213
About the Authors 215
Index 217
Praise for CUSTOMER 360
“Customer 360 stands out in a crowded conversation by showing businesses how they can use complex new technologies to give customers the better experiences they want and to unlock value for the enterprise.”
—JEREMY HLAVACEK, CCO, Experian Marketing Services
“This book describes in detail the Data + AI + Trust formula and shares the secrets of how organizations succeed when putting AI into action using the formula. Get ready to be inspired and better prepared to embark on a Customer 360 journey in your own organization.”
—JOYCE KAY AVILA, author, Snowflake: The Definitive Guide and Hands-On Salesforce Data Cloud
“Customer 360 shows, step-by-step, how to apply modern technology to improve the customer experience and increase business value. It may be a surprise for readers to see that all the pieces are right here, today, to significantly improve business outcomes. Advances in AI make it a must for business people to move their team forward. As the authors say, ‘Dream Big, execute within reach and build an adaptive culture.’”
—REX BRIGGS, Chief AI Officer, Claritas; author of The AI Conundrum
“Customer 360 is an essential read for anyone looking to use AI and data to create exceptional customer experiences and achieve scalable business growth. It provides a compelling and practical exploration of these advancements, demonstrating how businesses can harness these tools to meet and exceed customer expectations.”
—AMY KITSCHER, Senior Director, Publicis Sapient
“Madtech is highly commoditized, but what isn’t is your relationship with your customers. To fully understand your customers, you need to combine data transformation tools, a reliable data management platform, and the trust that exists between you and your most valuable assets: the people who buy your products or services. Trust is your competitive edge.”
—JESS SIMPSON, Vice President, Head of Consulting, Acxiom
Customers around the world expect more all the time, inspired by their best experiences with data-driven brands. Competitive realities require all companies, no matter their size or industry, to maximize their customer technology, ensure they have the right teams and processes in place, and lay the groundwork to delight customers in the years to come.
In Customer 360: How Data, AI, and Trust Change Everything, data management strategists Martin Kihn, former lead Gartner data analyst and author of House of Lies, and Andrea Lin, leader of Competitive Intelligence at Salesforce, deliver a blueprint to accomplish these difficult yet essential goals based on the pillars of AI, data, and CRM. Mastering these pillars via technology, people, and processes is truly the future of customer engagement.
Readers will learn about using exciting technologies like GPT without compromising safety and privacy, building powerful predictions based on AI and machine learning into marketing, customer service, and other processes. They’ll also discover how to organize data around customers, prospects, and accounts, even if that data comes from many different sources in different formats, and orchestrate customer interactions across channels and along the journey—from acquisition and onboarding, through service, upsell, retention, and win-back.
The book includes real-world stories from a range of industries and business models, including consumer products, retail, health and life sciences, financial services, and telecommunications and media. Subjects include B2C and B2B and hybrid models, exploring companies at various stages of digital maturity—from advanced and innovative to nascent and nervous.
Customer 360 is an essential guide for practitioners seeking to better understand the modern customer technology landscape, an introduction to data-driven engagement techniques and the magic of AI and GPT, and required reading for anyone interested in engaging and delighting customers.
Produktdetaljer
Biografisk notat
MARTIN KIHN is SVP, Strategy, Marketing Cloud at Salesforce. Previously, he was a leading Gartner analyst covering marketing technology and analytics and a VP at Digitas. He is the author of five books including Customer Data Platforms with Chris O’Hara and House of Lies. His articles have appeared in Forbes, the New York Times, AdExchanger, GQ, New York, and others.
ANDREA CHEN LIN a Vice President of Corporate Strategy at Salesforce, leads next generation growth and competitive positioning including data, AI, analytics, automation and integration. Prior to Salesforce, Andrea was the founder and CEO of Pareto Strategy, Inc. a boutique firm, where she served as an advisor or as interim CEO/GM of several companies from VC funded startups to Global 1000 companies.