New Science of Customer Relationships Delivering the One-to-One Promise With AI
Produktdetaljer
Om bidragsyterne
THOMAS H. DAVENPORTis a Co-Founder of the International Institute for Analytics. He’s also a Fellow at the MIT Initiative on the Digital Economy and a Senior Advisor to Deloitte Analytics. He teaches analytics and big data in executive programs at Babson, Harvard Business School, and the Sloan School of Business at MIT.
JIM STERNE is the Founder of the eMetrics Summit and a Co-Founder and Board Chair of the Digital Analytics Association. He is the author of 101 Things You Should Know About Marketing Optimization Analysis, Social Media Metrics, and The Devil’s Data Dictionary.
A practical strategy guide for building profitable customer relationships using the latest AI science and tech
The New Science of Customer Relationships: Delivering the One-to-One Promise with AI is a science-based and insightful new approach to integrating the latest generative AI technologies into your company's customer communications. Analytics and marketing experts Thomas Davenport and Jim Sterne walk you through the technology and tools you need to understand, the data you need to collect, the processes you need to implement, and the ethics you need to observe to build an industry-leading customer relationship framework.
In the book, you'll learn to create systems that reliably generate smart, persuasive, and hyper-personalized interactions with your company's best customers. You'll also discover how to integrate these systems directly into your firm's existing operations so you can use the tools to realize tangible financial results.
Inside the book:
- Tips for using generative AI to analyze customer responses and extract actionable insights about how they feel and what they think
- Specific tools and technologies you can use to collect customer data and conduct effective analytics to improve your products and services
- Discussions of ethical guidelines to guide your organization's data and customer communication practices
Perfect for marketers, sales team leaders, technology professionals, and anyone else responsible for evolving their company's customer relationships, The New Science of Customer Relationships is a hands-on playbook that explains the science of the latest customer communication technologies and walks you through exactly how to implement them.
About the Authors ix
Acknowledgments xi
Introduction 1
Chapter 1 The Broken Promise of Customer Data and Technology 9
Chapter 2 The Future Is Here, but Unevenly Distributed 33
Chapter 3 Better AI: Generative AI as a Catalyst for Change 51
Chapter 4 Better Data 77
Chapter 5 Better Personalization and Hyper-Personalization 97
Chapter 6 Better Customer Voice Analysis and Action 115
Chapter 7 Better Task Automation with AI Agents 143
Chapter 8 Better Customer-Facing Operations 161
Chapter 9 Better Customer Analytics and Data Science 187
Chapter 10 Better Ethics 209
Chapter 11 The Customer of Tomorrow 225
Index 249
Praise for THE new science OF customer relationships
“The New Science of Customer Relationships offers new ways to give your individual customers better and more personalized messages and offers than I have seen in our literature.” —PHILIP KOTLER, Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University
“Finally, a book that will help you understand how AI combined with the right data can facilitate turning more customers into promoters and fewer into detractors. Bravo!” —FRED REICHHELD, Bain & Company Fellow, Author of The Loyalty Effect, and creator of the Net Promoter Score
“A brilliant and timely playbook for leveraging generative and agentic AI to transform customer relationships. Davenport and Sterne bridge the gap between technology and real business value—with clarity, ethics, and impact.” —PASCAL BORNET, AI & Automation Thought Leader and Author of Intelligent Automation and Agentic Artificial Intelligence
“Jim and Tom offer a clear-eyed, practical guide to using AI not just to understand customers, but to serve them better. It’s a must-read for every marketer.” —ADAM BROTMAN, Co-Founder of Forum3.com; former EVP, Global Retail Operations, Starbucks; and Author of AI First: The Playbook for a Future-Proof Business and Brand
“This book is basically a desk reference for anyone working to improve customer experience. Thank you for writing it, Jim and Thomas!”
—ANDY CRESTODINA, Co-Founder and CMO of Orbit Media and Author of Content Chemistry, 7th Edition: The Illustrated Handbook for Content Marketing
“A clear-eyed, practical guide to the new rules of customer engagement in an AI-powered world.” —ANGELA WICK, Founder of BA-Cube.com and Author of Futureproof: Amplifying Agility with AI and Insightful Business Analysis
“Moves beyond theory to provide actionable frameworks, detailed case studies, and step-by-step implementation guidance that organizations of any size can immediately put to work.”
—JOSH SILVERBAUER, Head of Analytics & CRO, Partner, From the Future
Businesses possess more and more customer data with every passing year. Consumer preferences, buying patterns, individual purchase histories, demographic data, and sales trends are just a handful of the countless types of information held in the databases at companies all over the world.
But a curious gap seems to exist between the ever-growing volume of available data and the ground-level capabilities of a typical business. Why do most of us feel stuck in a place where we’re unable to transform the valuable information contained in the data into hands-on, effective strategies that increase revenue and profit?
The New Science of Customer Relationships: Delivering the One-to-One Promise With AI answers that question. It also offers actionable, step-by-step strategies for combining your company’s proprietary data with the latest generative artificial intelligence tech to enable efficient and individualized communications with your customers.
Written by a team of experienced marketing and analytics professionals, the book covers the collection and analysis of useful data that you can feed into generative AI tools to create real-world processes that translate into sales and profit. You’ll discover an entirely new way to build relationships with customers that are mutually rewarding, one based on real-world data, hundreds of case studies, and cutting-edge research.
Perfect for managers, executives, entrepreneurs, founders, and other business leaders, The New Science of Customer Relationships is an insightful and grounded resource for everyone interested in building authentic and persuasive customer interactions. It’s a must-read for anyone doing their best to translate their company’s customer data into tangible, immediate results reflected in the bottom line.
Produktdetaljer
Om bidragsyterne
THOMAS H. DAVENPORTis a Co-Founder of the International Institute for Analytics. He’s also a Fellow at the MIT Initiative on the Digital Economy and a Senior Advisor to Deloitte Analytics. He teaches analytics and big data in executive programs at Babson, Harvard Business School, and the Sloan School of Business at MIT.
JIM STERNE is the Founder of the eMetrics Summit and a Co-Founder and Board Chair of the Digital Analytics Association. He is the author of 101 Things You Should Know About Marketing Optimization Analysis, Social Media Metrics, and The Devil’s Data Dictionary.