ANALYSIS OF EFFECTIVE PREDICTION MODEL OF CRM AND CUSTOMERS BY USING ARTIFICIAL INTELLIGENCE

CSE

promising avenue for enhancing organizational effectiveness. However, this process is marked by unique challenges and complexities inherent in CRM processes, posing difficulties for both academics and practitioners in understanding the organizational and managerial elements crucial for successful AI-CRM integration. This study aims to bridge this knowledge gap by identifying and categorizing the challenges that businesses encounter throughout the phases of AI integration in a CRM context, from initial discovery to the final sustain phase. Given the multifaceted nature of AI-CRM integration, which encompasses expertise in artificial intelligence, customer relationship management, data science, and business management, our research employs a qualitative approach involving interviews with various stakeholders, including managers, consultants, and specialists across these domains. This method ensures a diverse range of insights into the challenges and opportunities associated with AI-CRM integration. The study identifies eleven specific challenges related to AI-powered CRM, emphasizing a temporal division of these challenges across the four phases of AI implementation. Additionally, the research provides practical guidelines for effectively addressing these challenges, offering valuable insights for organizations seeking to navigate the complexities of AI-CRM integration successfully. The findings contribute empirically to our understanding of AI-CRM integration, offering a long-term perspective on leveraging AI for customer relationships. This research serves as a foundational resource for exploring the requisite activities and capabilities needed to overcome the challenges associated with AI-CRM integration. The guidelines developed in this study provide essential questions and considerations for managers embarking on the journey of integrating AI into CRM processes, facilitating a more informed and strategic approach to this transformative endeavor.

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