Customer 360

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.