Five Ways AI is Modernizing CRMs


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Revamping CRM systems with AI tools will help centralize business workflows based on customers’ live data.

The potential for emerging generative AI systems such as ChatGPT to transform businesses’ workflow is still experimental. Yet, companies have executed enhancements in their workflow using AI, but majorly, they have seen immense benefits of AI in the data landscape.

AI integrated into CRMs is helping companies to either gain data from scratch or enhance all customer-centric analytic processes at scale. The systems are better at targeting the market with successful realistic strategies.

With the increasing use of AI in modernizing CRMs, here is how business leaders can think more radically about integrating AI into their existing systems.

Improving Customer Segmentation Process

Business leaders must invest in AI-driven customer relationship management (CRM) systems to produce detailed reports on customer segments, including their interaction patterns, activities over the website, and historical data. Gaining information from these, companies can produce tailored marketing campaigns to reach specific customers and initiate direct sales approaches. With the integration of AI in legacy or existing CRM systems, customer-facing teams, mainly digital marketing, can segment data more efficiently and effectively.

Also Read: Marketing Technology Stacks for 2023 is All About Future-Proofing Marketing Efforts

Segmenting customer data through an AI-driven CRM system includes customer groups, geo-location, search history, duration of website page visiting many other aspects that are covered faster and more accurately. For instance,

Microsoft’s integration of ChatGPT-like attributes into its Power Platform is helping businesses build their workflows by incorporating a user-friendly chat interface. The innovation showed that modernized CRM might help the marketing and sales team leverage AI’s natural language to identify prospects and engage customers instantly.

Maintain Data Integrity

CRMs collate a lot of data, both low and high quality. Most CRM systems contain duplicate data and incomplete data, and some of them are unused or unwanted as well. Low-quality data in the core CRM system is devastating and usually disrupts a business’s marketing plans, resulting in a brand’s reputational damage.

The role and impact of AI in modernizing CRM systems are significant to feed accurate data. The AI tools clean and segment data and refine quality data from the bulk. Statista, in its report Volume of Data 2021 to 2025, states that global data creation predicts to grow beyond 180 zettabytes by 2025. With the strong data volume growth, data production capacity is increasing at a CAGR of 19.2 percent from 2020 to 2025.

Business leaders must adopt AI and modernize their CRM systems faster to ensure no compromise on data quality. Artificial intelligence will detect irregularities, duplicities, or errors in data that may compromise CRM functionalities, hindering customer relationships.

Producing Tailored Marketing Content

Integrating AI into CRM can help marketers leverage data information and produce tailored marketing content and communication messages to align with customers’ service needs and desires. Today, businesses have realized that generative AI is powerful in displaying customers’ behavioral patterns and interests. AI manages all customers’ queries, produces human generative solutions they seek, and initiates instant tailored communication messages on chatbots, mobile chat platforms, and emails. That makes it vital for business leaders to actively invest in technologies like artificial intelligence for modernizing CRM systems.

Predictive Lead Scoring Capabilities

Artificial intelligence integrated into CRM helps marketers and sales teams to supercharge their lead-scoring capabilities with algorithms and predictive analytics. In addition, the technology also plays a crucial role in shifting rules-based lead scoring to predictive lead scoring, including geographic data, demographic data, activity-based data, and web-interaction data, all to determine customers’ buying willingness.

Apart from these, when AI integrates with CRM systems, it can also analyze successful and failed customer interactions and detect trends to boost lead-scoring activities. All of these are effectively possible with the help of predictive lead-scoring methods. The most exciting fact is that AI-based predictive lead-scoring tools rely on an automated model. Brands must test different predictive models that align with business goals and then choose the most accurate model.

Remodel Business Information Assets

Generative AI integrated into CRM can remodel corporate data assets such as marketing materials, marketing data, and other digital assets. Seagate’s e-Book, The Digitization of the World From Edge to Core, mentions that IDC predicts that 6 billion consumers will interact with data daily by 2025. In 2025, each connected customer will have at least one data communication every 18 seconds. More interactions will be based on the increasing use of IoT devices connected, which also expects to create over 90 ZB of data in 2025.

That pressures business leaders to have quality data every time, for which AI-driven CRM systems work best. They help to minimize human efforts and errors and maximize the speed of data collection, segmentation, and refining simultaneously. Digital businesses must find innovative and practical ways to keep data safe, quantified, relevant, and under monitoring. AI can fulfill all of these efficiently and effectively.

The Final Call is

Just as the internet has changed how brands and their customers communicate and find information about each other, generative AI will enhance the dynamics of the relationship by refining methods and communication ways at scale. The technological infrastructure is ready for the new generation of AI systems to turn many established ways of business processes and operations. CRMs that leverage the power of AI are only a part of the revolution, but their influence will be significant across all sectors and industries in the future.

Anushree Bhattacharya
Anushree Bhattacharya
Anushree Bhattacharya is a Senior Editor with Ondot Media, where she covers stories on B2B business technology strategies and corporate technology culture. She is a quality-oriented professional writer with eight years of experience. She has been curating content for the B2B industry, and her writing style is inclined toward how businesses want to perceive information about emerging digital transformations and technology developments in the markketing landscape. Anushree blends the best information on trending marketing technology-driven stories and is proficient in curating information-driven stories about all marketing technology for TalkMarTech publication.


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