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The potential of AI and machine learning has grown over the last years, resulting in significant improvements in CRM functionality that enable the automation of daily tasks that used to require significant amounts of time. So, let’s take a closer look at the benefits for CRM.
Automation
Automation is one of the most important benefits for CRM, enabling businesses to automatically input their customer data, analyze this information and act upon it. Obviously, the right setup is a necessary requirement, given that if not executed properly, it will not be possible for the company to take full advantage of this technology’s potential. After that, though, the solution will be able to propose or even configure automated tasks through AI, without any human intervention.
Advanced data mining
There are many businesses that possess a significant volume of stored customer data that is accessible through a CRM solution. Thanks to AI, these companies can now enjoy not only full access to such data, but also the ability to better understand it and add it to their CRM, so that they can have a more comprehensive view of their customers and discover new ways to utilize customer data for marketing, sales and customer service purposes.
System integration
A CRM solution is at the heart of all business operations, as it connects customer data with other cloud services and systems. And although APIs and connectivity have been around for years, collaboration and integration with other cloud-based services are now expected to become even closer. CRM solutions are no longer siloed, as the cloud model enables interconnection between different systems and services.
Social media and the modern working environment
As more and more employees are accessing corporate data from their mobile devices, the idea of moving from a dashboard-based environment to a social media site, is gradually gaining ground. It would not be unlikely that the next step in CRM evolution is taken towards this direction, so that end-users become more comfortable with its features.
IoT Data
In the near future, IoT and CRM will be even more closely connected, while with IoT and CRM data integration, customer support teams will be able to provide even better services, offering a consistent and personalized experience. For example, when a customer calls service for a broken appliance, the service representative will be able to see -thanks to IoT data- exactly what the problem is.
