CRM in the AI Age

Описание: Customer expectations have fundamentally changed.
Most organizations have not.

In this conversation, Mark Orsborn, SVP CRM and AI at The Whole Group, sits down with Adam Spearing, Head of AI GTM EMEA at ServiceNow, to discuss how AI is reshaping CRM, enterprise operations, and customer experience.

The discussion goes beyond technology. It focuses on what is actually changing in how businesses operate, how customers engage, and what is now required to deliver modern experiences.

AI is not just improving efficiency.
It is raising the standard.

Customers now expect immediacy, context, and outcomes in every interaction. They expect answers without friction, decisions without delay, and experiences that feel connected across the entire journey.

At the same time, most organizations are still operating on fragmented systems, inconsistent data, and processes that were not designed for this level of speed or intelligence.

This creates a growing gap between what customers expect and what businesses can deliver.

In this conversation, we explore:

Why CRM expectations have shifted and what is driving that change

Why AI cannot fix legacy data and disconnected systems

The role of unified architecture and trusted data in enabling AI

Why data must be treated as a living system, not a static asset

The importance of data provenance, context, and trust

Why AI governance is a business responsibility, not just an IT concern

Why organizations must rethink how they operate rather than simply automate existing processes

How lead to cash and service workflows are evolving in an AI enabled world

The shift from reactive operations to predictive, intelligent enterprises

How AI is redefining customer and service experiences

AI is not the transformation.
It exposes the gaps in how organizations are built.

The organizations that succeed will be the ones that rethink how their systems, data, and workflows come together to support faster, more intelligent, and more connected ways of working.

At The Whole Group, we help organizations make that shift. We work across CRM, data, and workflow design to build AI ready operating models that align with how customers now expect to engage.

Because the standard has already changed.
The question is whether your organization is ready to meet it.