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June 2018, Vol. 6, No. 3

AI strategy comes first, then AI tools second

For all the talk and focus on technological innovations that have disrupted and changed business processes, what has really changed the most during the technology revolution of the last 20 years is the customer. Customers enter the buying process equipped with more information and perspective than ever before. From a bygone era of personal experiences and finite wells of word-of-mouth reviews, customers are now engaged with millions of other customer experiences through social media and online reviews, as well as unlimited resources, when making product or service comparisons. This paradigm shift has left marketers, sellers and service teams playing catch-up to develop strategies combined with technology to better equip themselves and capitalize on the customer's experience. Companies and brands hope that infusing a CRM AI strategy within their business will help balance the scales when interacting with customers. No business wants to enter a negotiation knowing less than its counterpart. And based on the marketing churn of most...

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