Role of AI in improving CRM, Sales and Customer Experience

Abstract

Nowadays, the area of customer management strivesfor omni-channel and state-of-the-art CRM concepts including Artificial Intelligence and the approach of Customer Experience. As a result, modern CRM solutions are essential toolsfor supporting customer processes in Marketing, Sales and Service. AI-driven CRM accelerates sales cycles, improves lead generation and qualification, and enables highly personalizedmarketing. The focus of this thesis is to present the basics of Customer RelationshipManagement, to show the latest Gartner insights about CRM and CX, and to demonstratean AI Business Framework, which introduces AI use cases that are used as a basis for the expert interviews conducted in an international B2B company. AI will transform CX through a better understanding of customer behavior. The main aim of the study is to examine the role of artificial intelligence (AI) on Enhancing Customer Experience in India throughdifferent industries, such as banks and telecommunication companies. Keywords: Artificial Intelligence, Customer Relationship Management, Customer Experience, Sales, AI use case