{"id":2100,"date":"2019-11-28T03:27:11","date_gmt":"2019-11-28T03:27:11","guid":{"rendered":"http:\/\/kusuaks7\/?p=1705"},"modified":"2024-02-20T10:39:19","modified_gmt":"2024-02-20T10:39:19","slug":"ai-and-crm-will-customer-management-get-easier","status":"publish","type":"post","link":"https:\/\/www.experfy.com\/blog\/consumer-tech\/ai-and-crm-will-customer-management-get-easier\/","title":{"rendered":"AI And CRM: Will Customer Management Get Easier?"},"content":{"rendered":"\t\t
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\n\t\t\t\t\t\t\t\t\tIf customer experience is the center of digital transformation, customer relationship management (CRM) must be central to managing that experience. But mentioning the term \u201cCRM\u201d in your meeting room often leads to groans of disgust rather than coos of excitement. Indeed, most companies have a love\/hate relationship with their customer management software. It allows them to keep in touch with the people keeping them in business. But in many cases, it\u2019s sluggish, time-sucking, and confusing\u2014not words you\u2019d like to describe the tech most central to your company\u2019s success.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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GETTY<\/span><\/p>\nEnter, AI. Yes, AI has obviously played a role in past CRM iterations. But new developments in natural language processing and machine learning could (and will) help make customer management easier than ever before. The following are a few ways companies are using AI with their CRM platforms to improve customer management and how software companies like Salesforce are creating solutions to meet the needs of their customers.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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It Can Help Save Time<\/strong><\/h2>\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tNone of us have the patience to click through multiple screens to do mind-numbing work. That includes your sales team. In a\u00a0recent survey<\/a>\u00a0regarding the top challenges of CRM tools, the highest complaint was the time it takes to enter data and keep it up today. In fact, 46.5% of those surveyed named this as a problem\u2014higher than CRM platforms being expensive (30%), hard to learn (28%), or difficult to configure (15%.) Why is that important? Because when software is too clunky, time-consuming, and difficult to use, it\u2014wait for it\u2014won\u2019t get used. This leads to outdated data, incomplete data and unusable data\u2014which is, ultimately, pointless.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tSalesforce must have read the survey. Its newest iteration of AI, Einstein Search for Sales and Service, claims to reduce clicks and page loads by\u00a050 to 80%<\/a>\u00a0for frequently used tasks. That\u2019s the type of change that turns CRM from a necessary investment into a profitable one.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tHowever, Salesforce isn\u2019t the only one trying to tackle this problem. Microsoft Dynamics 365 has built a dashboard that can help users understand the amount of time users as well as customers are able to save through the utilization of AI powered chatbots. This type of data will be critical for companies to optimize customer experience and free resources to be more efficient at work.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Taking a Cue from Everyday People<\/strong><\/h2><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tGoogle had a search satisfaction level of\u00a082%<\/a>\u00a0in 2018. Customer management platforms? Not so much. Though CRM Magazine says more than\u00a090%<\/a>\u00a0companies with 10+ employees utilize CRM platforms, the jury is still out on how effective they are in terms of finding the right lead or even simply accurate information. AI could help keep data clean, centralized, and easy to find.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tAgain, there are companies making this easier. Platforms like Oracle\u2019s Digital Assistant (for CRM) hope to improve this by using AI to make their customer searches fast and accurate. Using NLP, for instance, users can search phrases like \u201copen opportunities in Los Angeles\u201d rather than using challenging search terms like +Lead +Open +Nonconverted +Los Angeles + California +Myname. Imagine how many more employees will be willing to use the software just because it\u2019s\u00a0easy to use<\/em>.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Get Personal<\/strong><\/h2><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tWe all know personalization is driving sales in the marketing world, but how about sales and customer service? Customer management requires the same type of personal touch, if not more so, as huge deals\u2014tempers\u2014personalities\u2014often collide. Using AI, customer management is incorporating personalized intel. For instance, it\u2019s now possible that\u00a0contextual data<\/a>\u00a0will show up on a call screen before a sales person answers the phone, allowing them to prioritize calls\u2014talk more personally to those calling\u2014and even divert calls to voicemail if they know the caller is a notoriously cold fish. Less wasted time is more potential money in customer management.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tBut personalization isn\u2019t just about knowing customers, it\u2019s about knowing the preferences of the company and salespeople overall. Einstein\u2019s newest search capabilities also make it possible for users (at the company and individual level) to\u00a0tailor their preferences<\/a>\u00a0for search\u2014and the AI will improve its ability to return those preferences over time.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Build a Predictive Pipeline<\/strong><\/h2><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tObviously, one of the most important roles of customer management is converting leads to sales\u2014potential customers to long-term loyalists. Using vast amounts of data, AI can help determine which leads are the strongest. It helps you determine the types of data that indicate a solid lead (both inside your database and outside of it), what actions you should take to convert that person based on their past actions, and which leads you can kick to the curb.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tGlobally, CRM spending is expected to hit more than\u00a0$55.2 billion<\/a>\u00a0this year. The report claims that Salesforce has nearly 20% of that market share, follow (far behind) by SAP at least than 10%. Other leading players include Microsoft, Oracle and Adobe. All of these companies are making significant investments in embedding AI into their platforms. Microsoft, SAP and Adobe are even working to create a common data platform as part of their\u00a0Open Data Initiative (ODI)<\/a>\u00a0to streamline how data can be used for AI and analytics across platforms as many companies use more than one CRM\/ERP\/CEM platform.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tClearly, most of us know the value of customer management\u2014the problem is that we\u2019re using less-than-stellar tools or using them in a way that is less-than optimal. At the end of the day, customer management is about knowing what data to gather about your leads, keeping it up to date, and gaining insights from it in the fastest way possible. AI is a clear partner for CRMs and companies looking to build a more loving relationship with customer management and their customers both.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Most of us know the value of customer management—the problem is that we’re using less-than-stellar tools or using them in a way that is less-than optimal. At the end of the day, customer management is about knowing what data to gather about your leads, keeping it up to date, and gaining insights from it in the fastest way possible. AI is a clear partner for CRMs and companies looking to build a more loving relationship with customer management and their customers both.<\/p>\n","protected":false},"author":607,"featured_media":2896,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[196],"tags":[96],"ppma_author":[3224],"class_list":["post-2100","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer-tech","tag-marketing"],"authors":[{"term_id":3224,"user_id":607,"is_guest":0,"slug":"daniel-newman","display_name":"Daniel Newman","avatar_url":"https:\/\/www.experfy.com\/blog\/wp-content\/uploads\/2020\/04\/medium_7789c161-9099-44fa-ab1a-1a09d25b81d7-150x150.jpg","user_url":"https:\/\/futurumresearch.com\/%20","last_name":"Newman","first_name":"Daniel","job_title":"","description":"Daniel Newman is Founder, partner and operator of 4 companies. He is Principal Analyst at Futurum Research, CEO at Broadsuite Media Group and President at Digital Agency V3B. He is also an author and contributor to some of the world\u2019s largest media outlets. A regular on Forbes, Entrepreneur and The Huffington Post, as well as the author of 5 Amazon Best Selling Books, he is also an Adjunct Professor of Management at North Central College."}],"_links":{"self":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/2100","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/users\/607"}],"replies":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/comments?post=2100"}],"version-history":[{"count":5,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/2100\/revisions"}],"predecessor-version":[{"id":36047,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/posts\/2100\/revisions\/36047"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/media\/2896"}],"wp:attachment":[{"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/media?parent=2100"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/categories?post=2100"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/tags?post=2100"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.experfy.com\/blog\/wp-json\/wp\/v2\/ppma_author?post=2100"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}