Customer 360

How Data, AI, and Trust Change Everything

Author: Martin Kihn and Andrea Chen Lin

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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.

About the Author

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.