For many CSPs, a wide gap exists between the usability of their data and their AI goals for the future. Between inconsistent and complex lead-to-cash processes, evolving regulations, mergers and acquisitions, and other economic challenges, it’s easy to end up with siloed systems and disconnected data — which often make useful applications of AI feel out of reach…

If this sounds like you, you're not alone. Business leaders like Chief Digital Officers and Chief Administrative Officers are looking for ways to improve their company’s data integration, hygiene, and governance. They want clean, harmonious customer data gathered into one place and available across sales, marketing, ecommerce, and customer service.

As the Vice President of Industry Advisors for Communications and Media at Salesforce, Kishore Sannidhanam has a lot of ongoing conversations with companies within this space and tells us, “It has become clear that managing and making most of the data they have is now a priority for CSPs. In fact, the new wave of excitement around generative AI has provided a boost when it comes to getting data projects off the ground, because data is at the heart of everything we do, and companies can't truly take advantage of the AI wave without having a solid data strategy at the core of it.”

Generative AI has the potential to both directly contribute to these goals and unlock more value from the centralized data at the same time. By improving data quality and making it more accessible with accompanying cyber security protocols, CSPs see huge opportunities for generative AI to transform their business.

“Managing and making most of the data they have is now a priority for CSPs… data is at the heart of everything we do, and companies can't truly take advantage of the AI wave without having a solid data strategy at the core of it.” - Kishore Sannidhanam,  Vice President of Industry Advisors for Communications and Media, Salesforce

Closing the gap on all that potential can feel like a daunting task, and Deloitte Digital and Salesforce are here to help. But more on that later — let’s first look at another critical goal for today’s leading CSPs.

The idea of optimizing specific moments in the customer journey — providing the right offer at the right time in the right channel, for example — can feel like an immense challenge on its own. To develop a seamless, holistic, integrated journey for every stage of the customer experience can certainly seem like an intimidating and expensive task. For business leaders like CXOs, the key step at this stage of their AI journey is to prioritize the use cases with the highest potential for return on investment.

You might think that's easier said than done — especially with talent scarcity in AI and machine learning. But CSPs like yours can partner with subject matter specialists like the team at Deloitte Digital to advise, implement, and operate your generative AI initiatives. Often, by implementing innovative technologies like Data Cloud, you can accelerate your ability to leverage AI that upgrades personalization, optimizes messaging across channels, improves customer engagement, and ultimately drives revenue growth — to help you develop the competitive advantage you need to retain and upsell clients while solidifying your place as a data-driven CSP leader, rather than a laggard.

The final critical goal we should explore is developing a digital infrastructure and architecture that is robust and scalable enough to support future capabilities in AI. Many CSPs have been so busy navigating change and prioritizing subscriber growth over the last 5 years, that keeping their architectures up-to-date just hasn't been as much of a priority. In most cases, they may not have their architecture integration and progressions clearly defined for the next six months — let alone two or three years. And for all of those understandable reasons, it's hard to justify investing in upgrades.

However, the truth is that CSP leaders like Chief Technology Officers and Chief Information Officers can set themselves up for future success with modernized architectures. With a platform like Salesforce Data Cloud, they will be much better positioned to navigate the rapidly evolving landscape of generative AI. And when it comes to things like optimizing workloads and data storage, their ability to enable AI capabilities while limiting costs will likely have enormous benefits and returns.

However (and we can’t stress this enough) DO NOT PANIC.  We are not talking about a complete overhaul or big “T” transformation of your architecture stack.  This is purely about augmentation, focused on speed and impact; i.e. get to the insights faster.

Unlocking AI’s potential for your business is no small task. With the right support and technology, it is not only possible, it can also be practical and cost-effective. You just need a transformative mindset, a clear future vision, and strong program leadership.

As a world-leading Salesforce alliance partner, proven industry specialist, tailored-to-use case accelerators, and talent hub for data, AI, and CRM technology, Deloitte Digital is uniquely positioned to help CSPs accelerate their journey and unlock the potential of AI.

We have the unique blend of cross-functional skills and industry solutions and accelerators to help clients move from whatever challenges they face today to sustainable competitive advantages with efficiency gains and significant returns for their shareholders.

If you’re interested to learn more about Deloitte Digital and our offerings or the capabilities of Salesforce Data Cloud, come speak with us at Mobile World Congress Booth 4D60 in Hall 4.