Customer Relations Management (CRM) is an essential part of every successful business. At present, more companies take advantage of artificial intelligence (AI) to automate and increase their CRM. Advanced technology, such as chatbots and communication that supports AI means that the interaction around the clock and customer service is now a reality.
It is welcomed in the cellular-first world, where people want to access information at the touch of a button immediately. It means that businesses interact with their customers more, whether through human-to-human interaction with customer service representatives or automated email drip campaigns. All this touchpoint produces more data collection about customers. This also means that robust technology is needed to follow.
From 2014 to 2015, market value worldwide for CRM software grew 12.3 per cent to $ 26.3 billion. That number continued to increase, especially now AI integrated into a platform that helped run a business. AI revolutionises the business world, especially in terms of CRM platforms, and companies must be at the spearhead of advancing this technology. This is quickly and entirely changed the customer service process.
AI revolutionised the face of customer service and relationship management.
Artificial intelligence automates many processes that used to be solely by people. While some see this as a negative change, the reality is that AI can help reduce the workload of several staff members and often do it faster and more accurately. Vala Afshar wrote, “AI allows companies to provide a smarter experience and predictable, and predictions expected by customers, but human touches are still a table bet for customer success.”
Clickatell compares the use of AI with the Industrial Revolution. Centuries ago, people worried that the machine took over human work, but in the end, the change in the country (and the world) became better. At the same time, the implementation takes years; in the future, the community increases. These benefits far exceed the restructuring of work and change in labour.
Without the Industrial Revolution, the world will not be as far as this time. Without AI, some experts call the fourth industrial revolution; the community will not advance once more. According to David Kelnar, artificial intelligence “overcome a very difficult problem, and solutions for these problems can be applied to sectors that are important for human welfare – ranging from health, education, and trade, utilities and entertainment.”
Jon Lee stated that “AI is just as good as you train it, and it requires humans to train them to become smarter and smarter. AI requires all the data, but also requires a front-end experience and a smooth human to train it actively.” In other words, management is not over, and people don’t lose their jobs for AI. You might find yourself working with artificial intelligence (and managing robots) in the future.
Artificial intelligence and technology will change the face of customer service and customer relationship management. Companies can use AI to:
- Get real-time insight on all customer contact channels.
- Optimise the availability of agents, waiting times, and opportunities for proactive service delivery.
- Automatically improves and classifies cases using sensitivity and expertise of domain expertise.
- Power chatbots to provide knowledge using automatic workflows.
- Activate field agents to provide services based on access to CRM data.
- Provide personalised services.
AI changes the business way of responding to customer demand.
Customer service agents can only realistically handle one call or customer service problem at once. In various incarnations, AI gives the customer service department the ability to do more, thus increasing customer experience.
Chatbots, for example, can handle several questions at once. This is a saving grace for every business with a busy call centre and struggles with waiting time. If a question is too complicated for the chatbot process, the direct representative can step in and overcome this problem.
Artificial intelligence takes data and uses it to identify the best representation available to address customer needs. Then give representatives the background information needed before they interact with customers.
Artificial intelligence makes extensive data more accessible.
For decades, business owners have struggled to gather as much information as possible about customers to decide based on marketing and customer services. It’s essential to know your target audience’s demographics, when and how they will most likely convert, whether they prefer to search on desktops or cellphones, and more.
While this information is available for business owners, it is not always easy to collect, and it certainly is not still reliable. In the past, it was taken tons of time and effort to collect and analyse data, which took from the time that could be spent on website development, product creation, and marketing efforts.