Enhancing Customer Relationship Management with Salesforce Einstein GPT
Parmar, Dipal (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112932568
https://urn.fi/URN:NBN:fi:amk-2023112932568
Tiivistelmä
This report is a research-based thesis that aims to study the importance of AI in Customer Relationship Management (CRM) and how Einstein GPT from the Salesforce CRM Platform helps companies enhance their customer relationship management with their customers. The research will examine how to enhance Customer Relationship Management with Salesforce Einstein GPT. Einstein GPT is a powerful AI tool from Salesforce that combines public and private AI models with CRM data. The thesis will examine how AI (Artificial Intelligence) has been used by companies to provide better customer experience with the help of Salesforce Einstein GPT.
The research is conducted with a qualitative approach and the research methods are literature review and case studies.
The report consists of an introduction where the information about the research topic, the purpose of the thesis, its objectives, research questions, research method, and structure are presented. In the second chapter, the theoretical framework is discussed wherein AI, CRM, and the use of AI in CRM are presented. After this, in the third chapter, the two chosen case studies are analyzed. The case study chosen for this research study is Spotify and KONE. The case study was analyzed to investigate how these companies benefited by using Salesforce Einstein. In the last chapter, the research questions are answered in the form of results.
The results of the thesis will demonstrate how AI is being utilized in Customer Relationship Management. The research will also show how AI is used in all the areas offered by CRM (Customer 360) with significant benefits to users like personalizing Customer Experience, Predictive Analytics, and Optimising Sales Processes.
The research is conducted with a qualitative approach and the research methods are literature review and case studies.
The report consists of an introduction where the information about the research topic, the purpose of the thesis, its objectives, research questions, research method, and structure are presented. In the second chapter, the theoretical framework is discussed wherein AI, CRM, and the use of AI in CRM are presented. After this, in the third chapter, the two chosen case studies are analyzed. The case study chosen for this research study is Spotify and KONE. The case study was analyzed to investigate how these companies benefited by using Salesforce Einstein. In the last chapter, the research questions are answered in the form of results.
The results of the thesis will demonstrate how AI is being utilized in Customer Relationship Management. The research will also show how AI is used in all the areas offered by CRM (Customer 360) with significant benefits to users like personalizing Customer Experience, Predictive Analytics, and Optimising Sales Processes.