The Impact of Artificial Intelligence on Customer Relationship Management (CRM) Strategies
Naslednikov, Mikhail (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052415527
https://urn.fi/URN:NBN:fi:amk-2024052415527
Tiivistelmä
This comprehensive study explores the transformative impact of Artificial Intelligence (AI) on Customer Relationship Management (CRM) strategies, focusing on how AI technologies are reshaping customer engagement, personalization, and business performance. Through a rigorous analysis of academic literature, industry reports, case studies, and expert interviews, the research aims to identify key themes, trends, and best practices in AI-driven CRM, and to provide a holistic framework for understanding and optimizing AI adoption in customer-centric organizations.
The study reveals several critical factors that influence the success of AI implementation in CRM, including data quality and governance, strategic alignment and organizational readiness, and ethical and societal considerations. The research also highlights the transformative potential of AI across various CRM functions, such as personalization, automation, and predictive analytics, and provides empirical evidence of the business benefits and challenges associated with AI adoption. By synthesizing insights from multiple disciplinary perspectives, the study contributes to the conceptual and theoretical development of AI-CRM and offers a novel framework for assessing and optimizing AI maturity and performance in customer engagement.
The findings of this study have significant implications for businesses seeking to harness the power of AI for customer-centric innovation and competitive advantage. The research provides actionable recommendations and best practices for developing and executing AI-CRM strategies, managing data and talent, fostering a culture of experimentation and collaboration, and ensuring responsible and transparent AI governance. As AI technologies continue to advance and evolve, this study lays the foundation for future research on emerging trends and challenges in AI-CRM, such as explainable AI, human centered design, and the integration of AI with other disruptive technologies. The insights and frameworks presented in this study offer a valuable resource for researchers, practitioners, and policymakers navigating the complex and rapidly evolving landscape of AI in customer engagement and business transformation.
The study reveals several critical factors that influence the success of AI implementation in CRM, including data quality and governance, strategic alignment and organizational readiness, and ethical and societal considerations. The research also highlights the transformative potential of AI across various CRM functions, such as personalization, automation, and predictive analytics, and provides empirical evidence of the business benefits and challenges associated with AI adoption. By synthesizing insights from multiple disciplinary perspectives, the study contributes to the conceptual and theoretical development of AI-CRM and offers a novel framework for assessing and optimizing AI maturity and performance in customer engagement.
The findings of this study have significant implications for businesses seeking to harness the power of AI for customer-centric innovation and competitive advantage. The research provides actionable recommendations and best practices for developing and executing AI-CRM strategies, managing data and talent, fostering a culture of experimentation and collaboration, and ensuring responsible and transparent AI governance. As AI technologies continue to advance and evolve, this study lays the foundation for future research on emerging trends and challenges in AI-CRM, such as explainable AI, human centered design, and the integration of AI with other disruptive technologies. The insights and frameworks presented in this study offer a valuable resource for researchers, practitioners, and policymakers navigating the complex and rapidly evolving landscape of AI in customer engagement and business transformation.