Connecting with customers in the age of AI
In an increasingly complex digital landscape, organisations must unify marketing, digital and customer service to deliver a personalised and consistent customer experience. This Deloitte and Salesforce collaboration examines the shift from transactional, channel based communications to relationship driven, omnichannel engagement in the era of AI. We examine the need to move beyond “do not reply” interactions to better connect with customers and help organisations navigate this journey.
To realise connected experiences, organisations need technological innovation, organisational alignment and a mindset shift focused on customer outcomes. Breaking down silos and fostering collaboration across marketing, digital and customer service maximises the value of a connected technology ecosystem. Salesforce Marketing Cloud Next integrates unified data, workflow and AI to synchronise interactions in real time, enabling seamless, personalised engagement across channels. Data Cloud connects data across sales, service, marketing, commerce and other systems to enable centralised decisioning and consistent experiences.
The ‘do not reply’ era is over as customers expect two‑way dialogue and personalised interactions across all channels. Siloed campaigns and metrics have created fragmented experiences where interactions vary by channel owner. Such approaches have driven customers to call centres, adding significant overheads and disconnecting messaging channels. Connecting sales and service and upskilling workforces helps deliver better service augmented by AI.
When AI and data come together in a connected ecosystem, brands stop talking at customers and start creating experiences people want to be part of. Deloitte and Salesforce combine market insight and advanced platforms to help organisations move from transactions to relationships at scale. Download the full report for the operating‑model shifts, use cases and step‑by‑step guidance to build relationship‑driven engagement.
