Many companies have siloed customer data and an incomplete suite of capabilities, making it impossible for their customer-facing teams to access real-time, synchronized data'and to provide the personalized and seamless experience that business customers crave. Authors Prabhakant Sinha, Arun Shastri, and Sally Lorimer'principals at the global professional-services firm ZS and coauthors of The Harvard Business Review Sales Management Handbook: How to Lead High-Performing Sales Teams (Harvard Business Review Press, 2024), from which this article is adapted'describe how a digital customer hub (DCH) can help. It integrates customer data from various systems into a linked platform, enhancing a company's digital engagement capabilities. The DCH uses analytics and AI to create actionable insights, helping customer-facing teams work smarter and in sync. This article explains how a DCH can 'transform the way businesses manage and interact with customers.' It also examines the structural...
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