Enhancing Customer Relationship Management in ERP Systems through AI: Personalized Interactions, Predictive Modeling, and Service Automation (original) (raw)
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The advent of artificial intelligence (AI) has revolutionized the landscape of customer relationship management (CRM), enabling businesses to harness the power of intelligent automation, predictive analytics, and data-driven insights. This article explores the transformative impact of AI-powered CRMs on business success, highlighting their ability to enhance customer understanding, personalize experiences, and drive operational efficiency. By leveraging AI algorithms to analyze vast amounts of customer data, these advanced CRM systems empower businesses to anticipate customer needs, identify emerging market trends, and make informed strategic decisions. The article delves into the key advantages of AI-powered CRMs, including improved customer satisfaction, increased productivity, and enhanced profitability. It also addresses the challenges associated with implementing AI in CRM, such as data privacy concerns and employee adaptation, while providing practical recommendations for businesses considering adoption. Through real-world examples and expert insights, this article underscores the vital role of AI-powered CRMs in shaping the future of customer engagement and business growth in an increasingly competitive and datadriven marketplace.
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In today's digital landscape and dynamic business needs, deeper customer engagement is imperative for organizational success. In-order to achieve that Customer Relationship Management (CRM) stands as an integral part of any organizational strategies. With the advent of Artificial Intelligence (AI), the way business interacts with customers is up for a giant leap. Integration of AI with CRM empowers businesses to forge deeper customer engagement, harness the potential of predictive analytics and offer personalized customer experiences. This article explores the study on how AI technologies such as machine learning , natural language processing (NLP) and sentiment analysis would revolutionize customer interactions along with sales forecasting and marketing strategies recommendations. Furthermore, the article discusses the importance & usage of AI driven Chatbots and Virtual Assistant with CRM and how it can improve efficiency of customer support processes and improve customer satisfaction.
Journal of Business & Industrial Marketing, 2022
Purpose: Due to the recent development of Big Data and artificial intelligence (AI) technology solutions in customer relationship management (CRM), this paper provides a systematic overview of the field, thus unveiling gaps and providing promising paths for future research. Design/methodology/approach: A total of 212 peer-reviewed articles published between 1989 and 2020 were extracted from the Scopus database, and 2 bibliometric techniques were used: bibliographic coupling and keywords' co-occurrence. Findings: Outcomes of the bibliometric analysis enabled the authors to identify three main subfields of the AI literature within the CRM domain (Big Data and CRM as a database, AI and machine learning techniques applied to CRM activities and strategic management of AI-CRM integrations) and capture promising paths for future development for each of these subfields. This study also develops a three-step conceptual model for AI implementation in CRM, which can support, on one hand, scholars in further deepening the knowledge in this field and, on the other hand, managers in planning an appropriate and coherent strategy. Originality/value:To the best of the authors' knowledge, this study is the first to systematise and discuss the literature regarding the relationship between AI and CRM based on bibliometric analysis. Thus, both academics and practitioners can benefit from the study, as it unveils recent important directions in CRM management research and practices..
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Businesses manage and assess client interactions and data using a collection of procedures, strategies, and tools referred to as customer relationship management (CRM). The dynamics of the commercial world have altered as a result of artificial intelligence. As AI solutions change the way marketers do business, customers are discovering it more and more impossible to ignore the significance of employing and investing in them. To successfully react to client inquiries and help increase customer loyalty, businesses have used AI-based CRM. This study employs machine-learning algorithms to analyze personalized and behavioral data from customers to provide companies with an upper hand through rising customer retention rates. When a company attempts to CRM, various stages occur, such as identifying customers depending on geography or financial benefit, retaining the customer, and attracting more customers. A CRM system that can analyze various types of customer data for the benefit of companies has been effectively constructed.
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East European Yearbook on Human Rights, 2021
In the new digital era as it is formed by the European digital strategy, the explosion of e-commerce and related technologies has led to the formation of tremendous volumes of customer data that could be exploited in a variety of ways. Customer relationship management (CRM) systems can now exploit these data sets to map consumers' behaviour more effectively. As social media and artificial intelligence widened their penetration, firms' interest shifted to chatbots in order to serve their customers' needs. Nowadays, CRM and bots are developed in a parallel way. With the help of these virtual personal assistants, CRM establishes a virtual relationship with consumers. However, the extended collection and use of personal data under this scope may give rise to ethical and legal issues. In this article, the term CRM is defined, followed by an analysis of the way chatbots support CRM systems. In the second part, the legal context of chatbot use will be highlighted in an attempt to investigate whether there are personal data protection issues and whether certain rights or ethical rules are somehow violated. The draft AI Regulation, in combination with the provisions of GDPR and e-Privacy Directive, offers a significant background for our study. The article concludes by demonstrating the use of chatbots as an inherent part of the new digital era and lays special emphasis on the term 'transparency', which seems to penetrate the lawfulness of their use and guarantee our privacy.
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Customer Relationship Platforms (CRP) are essential tools for managing customer interactions, but traditional systems often fall short in handling the exponential growth of data and the need for real-time insights. This manuscript explores the transformative potential of integrating Artificial Intelligence (AI) into CRP systems, presenting a model for evolving conventional CRP into smart, autonomous solutions. By leveraging AI technologies such as Machine Learning, Natural Language Processing (NLP), and Predictive Analytics, businesses can enhance data processing, automate routine tasks, and deliver personalized customer experiences. The proposed Smart CRP architecture integrates real-time data processing, advanced Data Integration ETL pipelines, scalable data warehousing, automated customer segmentation, predictive modeling, and NLP capabilities. This paper outlines the benefits, challenges, and implementation strategies associated with AI-powered CRP systems, supported by case studies and a detailed architectural model. Future research directions include expanding API integrations, developing advanced AI models, and enhancing transparency and scalability of AI-driven CRP solutions.
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