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.
Table of Contents
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
