The document discusses how companies can embrace data as a strategic asset to achieve customer-first experiences. It provides tips on using different sources of customer data, such as clickstream, CRM, and personal preference data, to build 1-1 customer relationships through personalized experiences across channels. The document also recommends surfacing internal knowledge through automation using chatbots and AI/machine learning, while choosing AI partners wisely. Top tips include structuring data for reuse, prioritizing personally identifiable information, democratizing data access, and optimizing data for mobile.