Customer Relationship Management in the Digital Era of Artificial Intelligence

Customer relationship management (CRM) is an effective tool to understand the customers of an organizations in systematic manner. CRM helps by identifying the best customers of an organization. It helps to maximize the value of the customer by satisfying and retaining them for an organization. Artificial intelligence (AI) integrated with CRM known as AI-CRM helps in many ways like automating the routine tasks, quick and accurate analysis of huge volume of customers’ data, decision-making process, recommendations to the salespeople, and so on. The aim of this chapter is to examine the role of AI-CRM system in the organizations and how it can help the organizations’ growth by improving its sales performance and decision-making process. The chapter also highlights different AI-CRM related tools available in the marketplace and their features and functionalities. This chapter also shows few of the technologies used by AI-CRM system to improve the process efficiency, sustainability and digital transformation of the sales, marketing, and operations departments of the organizations. Finally, the chapter also discusses few of the upcoming technologies and their benefits which would essentially improve the bottom line of the organizations and improve their sustainability.

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1. Department of Computer Science & Engineering, Indian Institute of Technology Kharagpur, Kharagpur, West Bengal, India Sheshadri Chatterjee
2. Department of Marketing, Indian Institute of Management Ranchi, Ranchi, Jharkhand, India Ranjan Chaudhuri

1. Sheshadri Chatterjee

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1. EDHEC Business School, Roubaix, France Sachin S. Kamble
2. Department of Food Engineering, National Institute of Food Technology Entrepreneurship and Management (NIFTEM) Kundli, Sonipat, Haryana, India Rahul S. Mor
3. Rabat Business School, International University of Rabat, Salé, Morocco Amine Belhadi

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Chatterjee, S., Chaudhuri, R. (2023). Customer Relationship Management in the Digital Era of Artificial Intelligence. In: Kamble, S.S., Mor, R.S., Belhadi, A. (eds) Digital Transformation and Industry 4.0 for Sustainable Supply Chain Performance. EAI/Springer Innovations in Communication and Computing. Springer, Cham. https://doi.org/10.1007/978-3-031-19711-6_8

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