How Artificial Intelligence is Transforming CRM Operations?

September 17, 2019


To address client issues, effective information management and Artificial Intelligence together have proven to be an excellent amalgamation for organizations. Rather than just delivering products, understanding user behavior is vital for any business to survive and thrive.

Any communication with clients can be taken as a huge data source. It can be used for analyzing their behavior, tackling issues, changing process approach and operations and thus transforming user journey.

However, integrating AI with CRM has been the most revolutionary step so far. When you launch a product, AI is used to predict customer behavior and their expectations for the said product.

CRM, AKA Customer relationship management is the most sought after software in the world. It is basically a combination of strategies and technologies that are used by companies to streamline, manage, and analyze customer interactions.

Additional information and processes include data collection throughout the user lifecycle, improving customer service relationships, new user acquisition, retention, and ultimately driving sales.

In simple words, adding artificial intelligence to CRM makes it easier to handle clients more efficiently by automating client-outreach. This nurtures a long-lasting relationship with customers.

Intelligence is basically used to comprehend the capacity of machines to learn, investigate, and assist in the same way a human can. AI development services mainly consist of 2 parts- Deep learning and machine learning.

Deep learning is a process of calculation that predicts by cascading a few parameters, pre-defined, together. On the other hand, machine learning is more complicated where the machine uses algorithms to learn programs without any external help or human interference.

How Artificial Intelligence is Transforming CRM Operations:

Technology and innovation have enabled us to make unconventionally skillful machines, and despite all this, AI still faces some apprehensions. Below mentioned are some points that will help you understand how artificial intelligence is transforming CRM operations:

1. Personal Virtual Assistant for Everyone

Customer Relationship Management, when integrated with AI, will boost up your employee’s efficiency and productivity. It will basically fill in the position of virtual assistants for all your agents and act as a remote helper.

A virtual assistant can help manage and automate client reactions, interactions, schedule meetings, follow-ups, and other manual tasks that are repetitive. E.g., tools that can capture the discussion and make notes in meetings access calendars and set up meetings, etc.

CRM basically feeds on customer data like demographics, user behavior, life span transactions, and so on. It intelligently processes and infuses an advance level algorithms to learn and direct the above-mentioned functions. In layman language, it removes all the administrative duties and segregate workflows and therefore minimizing human error.

2. Automated Data Capturing

New customer acquisition has been made simpler with CRM tools because of the automated data capturing feature.

Gathering user information while onboarding without any human interaction has a lot of benefits. Whatsapp, social media platforms like Facebook, Twitter are the hottest contact focus right now. CRM treats these platforms as an opportunity to connect with clients and accumulate information without physically entering any information.

This automated data capturing help in predicting user behavior beforehand, which can help organizations to strategize and customize campaigns accordingly.

With the help of AI developers, this customization can help in advancing a positive brand image and genuine enthusiasm to each client. All this ultimately helps in generating leads, expanding the business, and improve overall service.

3. Data Segmentation and Communication Customization

The process, data capturing mentioned in the previous point will be futile if algorithms are not used to make sense of all the raw database.

All the information like purchase history, demographics, web behavior, etc. can be taken over by machine algorithms. This will help to segment users according to their distinct features and attributes.

Artificial intelligence integration with CRM enables the system to learn from past experiences and bring more quality leads by proper user segmentation.

Customer relationship management software will help gather concrete data by optimizing functions like customized messages, right timing, and prompt response via the right channel. Because you’ll know exactly what clicks with them, you’ll have the data to prove it.

Millennials prefer customization and personalization in everything. You are more likely to get a new transaction by addressing users with their names directly e.g., “Hey, Paul. Have you eaten yet?” will work better in push notifications than just “Hey there. Have you eaten yet?”

Many cloud CRM solutions are available to help with this segregation.

For example, website traffic will be a different segment, and how many users reached the checkout page will be a different set. Now the mode and the language of communication should be different, one user set will get a message “have you tried XYZ?” and the other set will receive a message about “products waiting in the cart.” This will personalize the whole user journey.

4. User Retention and Client Maintenance

After new user acquisition, the main issue that organizations face is user retention. However, with CRM, you have collected data from various activities that you can put to good use. Working on this data, along with Artificial intelligence, can help you complete the required fields and create user personas based on their mode of communication, preferred timings, gender, monetary value, etc.

Because of personas, you’ll know when and how to contact the user. You can even get updates and alerts about the dead user segments or hot leads.  And the best medium to get in touch with them e.g., SMS, email, search engine ads, etc.

This will upgrade the transactional and operational efficiency, along with improving customer loyalty and maintenance. It will ultimately increase the percentage of user retention and lower the time spent on client maintenance simultaneously.

5. Cohorts and Lifetime Value with Data Analytics

As mentioned earlier, simulated intelligence helps to understand designs, predict approaches, and results by computerizing the engagement process. But what makes organizations stand out and smarter is the ability for a one-on-one encounter with the clients despite the scale of your company. However, it can be a bit difficult if you have a lot of data.

To make the process simpler, data gathered must be cleaned, arranged, aligned, and investigated for a better understanding of user cohorts and calculating their lifetime value. A cohort can be defined as a group of users that share a common characteristic that can be identified in Analytics.

In marketing, customer lifetime value (LTV) is a prognostication of the net profit associated with the complete relationship with a user. It will help to segregate the hits and misses of all your campaigns until the time a customer’s associated with you. Proper analysis of this metadata will help predict the future course and increase sales by quite a large margin.


Artificial intelligence is rapidly changing business acquisition and retention techniques by replacing traditional methods. When AI is connected with CRM tools, it makes the process a lot smoother and time-efficient by eradicating the need to repeat tasks.

With the help of CRM’s powerful data, businesses collect reliable data that they can manage and use for centralized interactions. All in all, CRM needs AI to adapt and thrive in the era of digital transformation.

If you are thinking of inculcating AI into your CRM Services? The top AI companies in India can help you in understanding the requirements and thus integrating AI into CRM tools. Signity Solutions is one such company that offers the best AI development services to customers all over the world. Hire our outsourcing team of developers and get in touch with us today!!

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