Not all AI works the same and a one size fits all approach simply doesn’t cut it.
Instead of adding more headcount, tap into the data you already have. With machine learning, you can analyse both structured data such as Salesforce or Gong and unstructured data like emails, support tickets or call transcripts to understand:
- What’s worked before and what hasn’t
- Why customers renew, expand or churn
- Which behaviours signal high or low value
3 ways to get the most from your data
1- Layer structured and unstructured data
Combine CRM insights with conversational data to see the full picture. Machine learning can spot patterns that humans miss, such as how top customers consistently engage more with your team.
2- Identify your leading indicators
Use AI to uncover what truly drives revenue. It could be time spent with a CSM, product usage, or support activity. Let your data guide you rather than relying on guesswork.
3- Focus on the top 30 %
Often a small group of customers drives the majority of your revenue. AI helps you identify risk and growth potential in that segment so you can take the right actions early.
Tools like Hook can do the heavy lifting by analysing trends, forecasting churn and surfacing opportunities.
AI gives you likelihoods. It’s still humans who build trust and close the deal. Use the insight but trust your judgement.
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