Implementation of artificial intelligence in CRM systems

Every entrepreneur strives to develop his business, but along with this, problems grow. Process management is becoming more and more difficult, due to which time that could be used to improve a product or service has to be spent on routine tasks. Therefore, CRM – business automation systems are very popular in the market.

They help you get rid of routine tasks, provide reliable data recording and help increase sales. And if until recently this was enough, today the trend for the introduction of artificial intelligence technology into CRM is gaining popularity. What exactly it brings to business – we tell in this article.

Artificial intelligence is a field of computer science that deals with the creation of computer systems that can solve cognitive problems in a similar way to a person. Such software “can” self-learn, analyze disparate data and find relationships between them, identify patterns and make decisions on its own.

Unlike classical applications, AI not only executes the algorithms embedded in it, but also constantly evolves. This is its main feature. There are quite a few advantages of using artificial intelligence, among them:

• The ability to quickly analyze and classify large amounts of data.

• Instant reaction to events and making “meaningful” decisions.
• Permanent availability.
• Elimination of the risk of human error.
• The ability to predict events.
• Maximum automation of processes – even those where human participation was previously considered necessary.

Let’s move from theory to practice and look at specific examples of how artificial intelligence algorithms can improve the performance of CRM systems, and what impact this has on sales and marketing of a business.

Improving the efficiency of data collection

Manual entry, registration and verification of data takes employees up to 30% of their working time. And even if you count mathematically, the automation of this process in itself can increase sales of goods and services by almost a third. Plus, do not forget about the human factor, because manual data processing is always associated with errors and inaccuracies, which is why the effectiveness of the client base is noticeably reduced.

It is much more productive to use artificial intelligence technology to collect data. It is capable of filling in customer information, identifying and merging duplicates, finding erroneous or inaccurate data, and suggesting corrective actions.

To collect information, AI can use various sources, such as data from social networks and instant messengers, emails from a client, and so on.

Personalization and identification of needs

Integrating artificial intelligence into CRM allows companies to completely rethink their approach to customer service and make it more personalized. So, AI analyzes hundreds of different indicators, including transaction history, behavioral patterns, demographics, social media activity and other metrics, to determine the customer’s need for a particular purchase.

Based on the data received, the business can launch the most relevant advertising campaigns, which ultimately leads to a noticeable increase in sales and increased loyalty.

Sales forecasting

Sales forecasting is one of the most requested and important functions of any CRM system, and in this area the value of artificial intelligence is simply invaluable.

AI examines sales reports, customer data in CRM and external sources, identifies patterns and factors that affect the performance of transactions, and then forms the most accurate forecasts based on this information. This gives companies the opportunity to optimize their budget and adjust customer interaction processes to achieve better results.

Implementing Intelligent Chatbots

Many online stores are forced to maintain a whole staff of employees who process orders and communicate with customers in advance. This requires quite a lot of resources, but does not bring a positive result, since customer requests are not processed instantly, but are waiting in line. In some cases, this even leads to the loss of transactions, which negatively affects the profitability of the company.

In this case, the solution to the situation can be chatbots for CRM, based on artificial intelligence. They are able to communicate with customers, answer questions and give product recommendations as naturally as possible – in most cases, a person does not even understand that he is not communicating with a live operator. At the same time, the dialogue with the buyer begins almost immediately after the order is received, which is very important for maintaining the transaction and increasing loyalty.

Risk Forecasting

Artificial intelligence-based CRM systems have the ability to analyze a company’s economic performance, market changes and compare them with historical trends in order to predict potential risks and threats to the business. This can help the entrepreneur make the right decisions in a timely manner to prepare for adverse events and minimize losses.

The use of artificial intelligence in CRM has a huge impact on modern business. The technology allows companies to build personalized relationships with customers, increase the effectiveness of advertising campaigns and automate most routine processes. As a result, the business requires less managerial and organizational resources, and its profitability increases due to a significant increase in sales.

The design and development of CRM using AI algorithms is one of the main areas in our company. When implementing such projects, we carefully analyze the client’s business and take into account its unique needs when selecting technical solutions. Thanks to this approach, you can get the most effective product aimed at developing and improving your business performance.