Every organisation is racing to unlock the power of AI to improve its sales and service experiences. But great AI requires data.Traditionally, companies have handled data that is found in structured formats, with rows and columns, including customer engagement data gathered through CRM applications. Every business also has a huge amount of information trapped in “unstructured” data, in formats such as documents, images, audio and video recordings.
To win in the AI era, successful organisations will need to build integrated, federated, intelligent, and actionable solutions across every customer touchpoint while also reducing complexity. Some of this information might reside in transactional databases — structured information — while the rest might be in unstructured files, such as warranty contracts or knowledge base articles. Both types of data need to be accessed, and the right data needs to be utilised. If not, the exchange with the chatbot will be at best frustrating and at worst inaccurate.
Combining all your customer data, structured and unstructured, into a combined 360-degree view will ensure customers have the most relevant information for any enterprise scenario.