{"product_id":"customer-360-isbn-9781394273614","title":"Customer 360","description":"\u003cp\u003e\u003cb\u003eBecome more competitive by developing a superior customer experience through data, AI, and trust - \u003cb\u003eand get your organization ready for AI agents like Agentforce\u003c\/b\u003e \u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCustomer 360: How Data, AI, and Trust Changes Everything\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eTo 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eUsing exciting technologies like AI and GPT while building a commitment to ethical use, safety, and privacy through secure guardrails\u003c\/li\u003e \u003cli\u003eGetting ready to use exciting emerging technologies like AI agents and autonomous AI\u003c\/li\u003e \u003cli\u003eOrganizing data around customers, prospects, and accounts—even if that data comes from many different sources in different formats\u003c\/li\u003e \u003cli\u003eMaking new technologies an extension of your existing data investments so that both work better\u003c\/li\u003e \u003cli\u003eChoosing a strategy and implementation plan to minimize time-to-value and ensure success weighing build, buy, or partner\u003c\/li\u003e \u003cli\u003eHandling internal stakeholders and dealing with change in a way that benefits the business\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFor business leaders, executives, managers, and entrepreneurs, \u003ci\u003eCustomer 360: How Data, AI, and Trust Changes Everything\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003ePreface xi\u003c\/p\u003e \u003cp\u003eIntroduction xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection One The Five Forces of Customer Experience 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Formula 1’s Race Toward Personalization 3\u003c\/p\u003e \u003cp\u003eChapter 2 How the Customer 360 Approach Provides Value 9\u003c\/p\u003e \u003cp\u003eChapter 3 Customer 360 in Action: Some Common Tactics 15\u003c\/p\u003e \u003cp\u003eChapter 4 The Five Forces of Customer 360 23\u003c\/p\u003e \u003cp\u003eChapter 5 What Do Customers Want Right Now? 31\u003c\/p\u003e \u003cp\u003eChapter 6 What Do Companies Need Right Now? 41\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Two Data + AI + Trust in Action 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 The Evolution of Customer Data and Platforms—A Case Study 51\u003c\/p\u003e \u003cp\u003eChapter 8 Data Types and Sources 63\u003c\/p\u003e \u003cp\u003eChapter 9 Customer Data in the Enterprise Today 77\u003c\/p\u003e \u003cp\u003eChapter 10 Composable Versus Packaged and Build Versus Buy 89\u003c\/p\u003e \u003cp\u003eChapter 11 What Does “Real Time” Really Mean? 99\u003c\/p\u003e \u003cp\u003eChapter 12 AI in Action Today! 107\u003c\/p\u003e \u003cp\u003eChapter 13 Having Faith in the System: How Can We Trust the AI? 123\u003c\/p\u003e \u003cp\u003eChapter 14 Data Collaboration—A Rising Imperative 135\u003c\/p\u003e \u003cp\u003eChapter 15 Privacy, Compliance, and Consent 143\u003c\/p\u003e \u003cp\u003eChapter 16 Next-generation Analytics for the Enterprise 151\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Three Data + AI + Trust in the Workplace 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 17 AI Hype Versus Reality? What Does This Mean for Humans? 163\u003c\/p\u003e \u003cp\u003eChapter 18 Organizational Structures and Centers of Excellence 173\u003c\/p\u003e \u003cp\u003eChapter 19 Leading Through Transformation— What’s Next? 185\u003c\/p\u003e \u003cp\u003eChapter 20 Summing Up 195\u003c\/p\u003e \u003cp\u003eNotes 203\u003c\/p\u003e \u003cp\u003eAcknowledgments 213\u003c\/p\u003e \u003cp\u003eAbout the Authors 215\u003c\/p\u003e \u003cp\u003eIndex 217\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eMARTIN KIHN\u003c\/b\u003e 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 \u003ci\u003eCustomer Data Platforms\u003c\/i\u003e with Chris ­O’Hara and \u003ci\u003eHouse of Lies\u003c\/i\u003e. His articles have appeared in \u003ci\u003eForbes\u003c\/i\u003e, the \u003ci\u003eNew York Times\u003c\/i\u003e, \u003ci\u003eAdExchanger\u003c\/i\u003e, \u003ci\u003eGQ\u003c\/i\u003e, \u003ci\u003eNew York\u003c\/i\u003e, and others. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eANDREA CHEN LIN\u003c\/b\u003e 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.   \u003c\/p\u003e\u003cp\u003eCustomers 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.  \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eCustomer 360: How Data, AI, and Trust Change Everything\u003c\/i\u003e, data management strategists Martin Kihn, former lead Gartner data analyst and author of \u003ci\u003eHouse of Lies\u003c\/i\u003e, 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. \u003c\/p\u003e\u003cp\u003eReaders 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. \u003c\/p\u003e\u003cp\u003eThe 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. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eCustomer 360 \u003c\/i\u003eis 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.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePraise for CUSTOMER 360\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003ci\u003e“Customer 360\u003c\/i\u003e 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.”\u003cbr\u003e \u003cb\u003e—JEREMY HLAVACEK,\u003c\/b\u003e CCO, Experian Marketing Services \u003c\/p\u003e\u003cp\u003e“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.”\u003cbr\u003e \u003cb\u003e—JOYCE KAY AVILA, \u003c\/b\u003eauthor, \u003ci\u003eSnowflake: The Definitive Guide\u003c\/i\u003e and \u003ci\u003eHands-On Salesforce Data Cloud\u003c\/i\u003e  \u003c\/p\u003e\u003cp\u003e\u003ci\u003e“Customer 360\u003c\/i\u003e 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.’”\u003cbr\u003e \u003cb\u003e—REX BRIGGS, \u003c\/b\u003eChief AI Officer, Claritas; author of \u003ci\u003eThe AI Conundrum\u003c\/i\u003e  \u003c\/p\u003e\u003cp\u003e\u003ci\u003e“Customer 360\u003c\/i\u003e 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.”\u003cbr\u003e\u003cb\u003e—AMY KITSCHER, \u003c\/b\u003eSenior Director, Publicis Sapient  \u003c\/p\u003e\u003cp\u003e“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.”\u003cbr\u003e \u003cb\u003e—JESS SIMPSON, \u003c\/b\u003eVice President, Head of Consulting, Acxiom\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989016428773,"sku":"NP9781394273614","price":28.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781394273614.jpg?v=1761782448","url":"https:\/\/k12savings.com\/products\/customer-360-isbn-9781394273614","provider":"K12savings","version":"1.0","type":"link"}