APAC Marketers Need AI & Data to Handle Complex Customer Journey ExchangeWire.com

Consumers in Asia are more willing to spend time researching products to find the right brand that works for them, which paves the way for companies to build long-term relationships with their customers. The region, however, also is widely disparate with varying smartphone penetration rates. Given this, brands will need to depend on local skillsets to reach out to customers via different touchpoints, says Simon Tate, Salesforce.com's area vice president for commercial business. They also will need customer relationship management (CRM) tools that are highly automated and can capture real-time data signals to help them build a more complete profile of their customers, Tate notes in this Q&A with ExchangeWire. He adds that artificial intelligence can clock in and fill gaps in customer service, as well as help businesses anticipate opportunities and deliver proactive services.