Is your CRM strategy ready for AI?

More and more businesses are realising that their competitive advantage lies in creating an engaging customer experience. Easy? Unfortunately, not. But, thanks to more accessible and affordable analytics technology and CRM solutions designed to accommodate it, businesses can gain much better insights into the formation of next-generation customer experiences today than ever before.

Data-driven customer experiences have significantly impacted industries and provided unique competitive advantages to organisations by delivering more personal experiences to customers. By recognising interests and preferences and understanding/predicting sentiment and intent, businesses gain a more in-depth understanding of their customers, thereby, ensuring interactions that lead to higher revenue.

With a wider variety of options available to consumers in the digital world – from competitors to substitute products to new trends – it has become crucial for businesses to predict needs to ensure that they can meet continuously evolving consumer expectations. Data analytics reveal what works and what doesn’t, enabling organisations to focus their efforts where they are needed.

Are CRM systems not enough?

Customer Experience (CX) initiatives up until now have had some limitations. While still serving as the driving force of customer centricity in organisations, CX programs combined with AI are now able to provide insight into customers' expectations, sentiment, and activities, thereby really enabling organisations to become customer centric. Any person within the organisation should have a 360-degree view of any customer, and KPIs in areas including case resolution, upselling, and target achievements should be available for use at the right times. 

Artificial intelligence (AI) is not a one-time product to be deployed. The technology strategy that enables AI-driven insights should be ...