Customer Relationship Management (CRM) has existed for decades, but its importance in business is still essential. Management and growth capacity in the relationship with the customers can help develop a brand successfully and increase business profitability. Some of the traditional CRM systems, however, frequently have a limited capacity to fulfill the needs of modern companies since they cannot keep up the business evolution pace.
In this article, we will explore how CRM systems can benefit from Artificial Intelligence technologies to create an automated customer care service which is more human than ever before.
¿What is CRM and how can it help you?
CRM is a tool that directly helps with client management. It puts the emphasis on the client and helps to better understand their needs, establish more solid relationships with them, foster sales and improve customer service.
CRM systems combine in a single place all the customer care skills (claim tickets management, enquiries and incidents) together with the communication by means of digital and telephone channels, sales and marketing. They are designed based on the needs of each company, and most have possibilities of tailor-making, since each organization has its own processes and peculiarities.
A good CRM system helps manage client data, keep it organized and available for checking whenever needed.
The key is integration and scalability
While it is said that the features of a system are important, for CRM to work and have the expected results, integration and scalability are essential.
First, it is important to ensure that the CRM chosen is capable of integrating with the other systems in your organization gathering together all the data from the clients, which, currently,
are scattered in many systems.
For that, it is essential to be able to escalate and put the focus on the system being able to increase its work capacity or grow in size without jeopardizing its daily functionality and quality. This way we ensure that, when our business grows or changes, the platform grows or changes too, fostering our evolution without needing to migrate to other applications.
The power of Artificial Intelligence in Customer Relationship Management
Currently, Artificial Intelligence is becoming more and more relevant and it is present in many aspects of our daily life. Specially, in the area of CRM, AI has become an essential tool. Thanks to this technology, it is possible to gather and analyze big amounts of data from clients, what, in turn, lets us know better their needs and preferences. AI, besides, can be used to automate repetitive tasks. That is why, today, it is essential to have a CRM system capable of delivering, additionally, the basic management skills as well as also the collection of the clients with their needs, what brings effective and tailormade solutions.
This way, AI in CRM will help predict what clients will do in the future, and based on that, generate actions to take automatically. By means of this, it is possible to detect patterns in data and generate information/suggestions that were not available before using AI.
Combining Artificial Intelligence and CRM is the best way to get good results!
Currently, it is key that you have CRM to use daily, but you will go further if your system has Artificial Intelligence capacities that allow for expansion of the business through automation of tasks. You will also improve the customer service by providing information in real time about the behavior and preferences of them. This way, ¡you will always know what they want, even before they ask for it!
In AW, we solve all the issues offering the Dynamics 365 Customer Engagement and Microsoft Copilot capacities: two tools that work perfectly together to offer a satisfactory experience, both to clients and companies alike:
Microsoft Copilot is an Artificial Intelligence application that provides and fosters interactive help in supply change, marketing, services and sales positions in Microsoft Dynamics 365. It is the first AI copilot natively integrated in CRM y ERP applications. The more clients use Copilot, more intelligent it becomes.
Dynamics 365 Customer Engagement (our CRM) lets us understand clients in a deeper level, by following their behavior in the long run and through various channels. Additionally, this platform has tools devoted to generating virtual agents (Power virtual Agent), control dashboards (Power BI) and web sites (Power Pages). By means of them it is possible to tailor-make all the client experience, providing a better service and more satisfaction.
In conclusion, there are many reasons why CRM and Artificial Intelligence go hand in hand. It is important to understand that their bigger benefit is automated and precise work to create better experiences for the client. For us, it is the best combination.
