Artificial intelligence transforming CRM operations

13 Dec 2021
Artificial intelligence transforming CRM operations

Strong customer relationship management depends on effective management of customer information. Most CRMs available try to manage their database effectively but face problems on several fronts. To enhance the efforts of CRM, Artificial Intelligence (AI) is providing innovative solutions. AI helps in revealing customer behaviours to understand their patterns and expectations to build new services, products and improve on the existing features. Artificial Intelligence powered by machine learning are being deployed for large CRM Data sets. Machine learning can be used for CRMs as the algorithms can learn from historical data and experience. Combining these can deliver more personalized and predictive customer information in all areas of the business. The advantages of implementing AI in the CRM systems can improve lead generation, help in customizing marketing campaigns, accelerate the sales cycle and lower the cost of support calls. Let’s see the benefits of implementing AI in CRM systems in detail.

Advantages of AI in CRM Systems

Sales Strategy Optimization:

You can create accurate profiles of your customers who might likely make a purchase based on automated data entry and analysis. You can take appropriate action regarding your advertising plans based on predictive consumer behavior. This helps in planning your campaigns to create a positive perception about your brand.

  • Less data entry by using prep-populated fields and advanced tasks.
  • Identify and respond to the leads immediately using lead scoring algorithms
  • Get more accurate forecasts and generate quotes faster- real time pricing and discount history
  • Account qualification based on conversion probability
  • Automate sales cycle from lead generation stage to closed deals.
  • Enable notifications when opportunities aren’t moving at a regular pace.

Customer Service Optimization:

Quality personalized service is a critical element in customer satisfaction. Your business should formulate effective marketing strategies to engage your audience and improve their perception about your brand. You can leverage AI to enhance your customer service process to obtain better results. AI and machine learning can be implemented to improve the service

  • Escalate requests of different customers automatically.
  • Generate automated responses based on the type of query or issue.
  • Determine the frequency and intent of customer’s call and plan activities and tasks to enhance customer satisfaction.
  • Track and analyze customer behavior on social platforms to address potential issues ahead.

Effective Data Management:

CRM systems process and analyze data from multiple sources. AI implementation helps them to provide real value for your business. You can be able to respond accurately and quickly to the customers’ requirements once you have the entire data managed effectively. You can get smart analytics from this organized data to accelerate the development of life cycle and reduce the time-to-market.


The capabilities of a CRM system can be improved in terms of performance and efficiency with the implementation of AI into it. An AI powered CRM system will make your business provide efficient services as the machine learning algorithms automatically adjust to the changing requirements of the customers’ behavior and requirements and decision-making patterns and they get smarter with time. Adoption of AI implemented CRMs will increase the productivity allowing you to focus on building great rapport and relationships with your customers.