Customer 360: How Data, AI, and Trust Change Everything
- 3h 33m
- Andrea Chen Lin, Martin Kihn
- John Wiley & Sons (US)
- 2025
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.
In this Book
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Preface
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Introduction
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Formula 1’s Race Toward Personalization
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How the Customer 360 Approach Provides Value
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Customer 360 in Action: Some Common Tactics
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The Five Forces of Customer 360
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What Do Customers Want Right Now?
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What Do Companies Need Right Now?
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The Evolution of Customer Data and Platforms—A Case Study
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Data Types and Sources
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Customer Data in the Enterprise Today
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Composable Versus Packaged and Build Versus Buy
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What Does “Real Time” Really Mean?
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AI in Action Today!
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Having Faith in the System: How Can We Trust the AI?
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Data Collaboration—A Rising Imperative
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Privacy, Compliance, and Consent
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Next-generation Analytics for the Enterprise
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AI Hype Versus Reality? What Does This Mean for Humans?
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Organizational Structures and Centers of Excellence
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Leading Through Transformation—What’s Next?
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Summing Up
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