Why a ‘360 view of customers’ has been killed off by smarter, four-dimensional marketing technology and conversational AI, and why brands shouldn’t use zombie CRM systems

Shirish Shrinet gets emails sending him offers and tutorials for make-up. There’s just one problem: he’s never worn any. “This is a classic example of customer experience vs customer expectations,” says Shrinet, SAP’s Senior Director in Customer Experience and Data Management. At some stage, because he bought his wife a present, he was categorised as female somewhere behind the scenes. Artificial Intelligence is changing this. Geraldine McBride, Founder and CEO of AI firm MyWave, says retailers need to shift away from: ‘I’m going to tell you what you should be buying or thinking’. “The world is still stuck in the old paradigm of ‘but I’ve got all the data and I can just enrich it’… that isn’t going to be sufficient.”See omnystudio.com/listener for privacy information.See omnystudio.com/listener for privacy information.