Artificial Intelligence and the future of CRM

CRM e Intelligenza Artificiale

The needs and requirements of consumers are constantly changing. Companies must intercept customer requests in advance and predict any changes of preference. A personalised experience from the early stages of pre-sales and an effective customer support are two primary factors that lead to the choice of a specific brand and lead to loyalty.

According to a survey by Gartner, attracting a new client costs up to five times more than keeping an existing client satisfied – and therefore faithful – with them. Consequently, it is very important to better understand customers and perform accurate actions that keep the relationship between brand and consumer solid and therefore lead to better sales metrics.

That’s why more and more companies are using CRMs, essential tools to properly manage and cure the relationship with customers, in combination with Artificial Intelligence (AI). In this way, companies can anticipate needs and address customer needs in a timely manner, improving relationship management and making the customer happier.


The importance of CRM

When we talk about managing customer relationships, we refer to a company strategy that allows us to manage and analyze all the relationships and interactions with past, current and potential customers. A CRM (Customer Relationship Management) allows companies to monitor and analyze their relationships with customers, suppliers and employees. By maintaining these business relationships, companies increase the efficiency and profitability of sales.

With existing customer data available, CRMs can access the history of interactions and sales data, thus identifying those services and products required to improve sales processes. With a better understanding of their customers, companies can: developing more effective marketing strategies, discover new sales opportunities, providing more effective support services, etc.

CRM is a software that makes sales easier. Today, companies use these tools to process customer data and find ways to improve sales channels with the information they acquire. From SMEs to large companies, most of them use a CRM system to monitor their sales (in Italy, about 4 out of 5 companies are already equipped with a CRM system or are being implemented).

Although the CRM software itself is a feature-rich tool, today the volume of data generated daily has increased exponentially as well as the number of channels available. CRM systems have therefore evolved thanks to the introduction of new technologies, on all that of Artificial Intelligence.

The integration of AI within CRMs can be a step forward for many companies. This combination allows you to analyze and interpret data, predict the behavior of customers, propose optimal products based on their choices or previous purchases.

Improve customer relationship: from CRM to Artificial Intelligence

A company that relies on a CRM has the purpose of preserving and enhancing data and information of the customer. To organize this information in a functional and effective way, today and in the future a union between CRM and Artificial Intelligence systems will be increasingly decisive.

AI allows you to perform all those tasks that normally require human intelligence. It is therefore able to analyze and interpret collected data with a precision that the human being could not achieve, facilitating and improving the management of the relationship between company and customer.

The integration between AI and CRM opens to a new way of managing the customer and encourages a reworking of the entire workflow thanks to an intelligent automation of the activities. The advantages of this union can be many, including:

  • helping companies to better understand their customers and develop new strategies to increase sales;
  • study scenarios where sales have been most successful and propose optimal solutions;
  • anticipating and forecasting customer needs;
  • create highly personalized experiences that increase customer satisfaction and loyalty to the brand;
  • improving data acquisition and management;
  • eliminate manual and repetitive activities, reducing the possibility of making mistakes and saving valuable time that will reflect on employee satisfaction and performance.

Artificial Intelligence helps the customer in his purchasing experience, making his experience more satisfying and the relationship more solid. At the same time, the collected customer data go to populate the CRM. In this way, two objectives are reached at the same time: to generate leads and sales and to collect valuable information for subsequent business strategies.

In fact, once the data collected by various channels within the CRM is centralized, Artificial Intelligence interprets and analyzes high volumes of data to understand the behavior and needs of customers. By doing so, companies in the future will be able to interact with the user in the best way and in a personalized manner, increasing customer satisfaction and aiming at their loyalty.


Leverage the power of proper data management and evolve your CRM with the support of Klondike Artificial Intelligence. Contact us to know how you can transform your business.

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