Customer 360

Martin Kihn , Andrea Chen Lin 지음

Wiley 2024년 11월 06일 출간 국내도서 : 2024년 11월 13일 출간

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책소개

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.

목차

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

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작가정보

저자(글) Martin Kihn

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.

저자(글) Andrea Chen Lin

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.