Refine
Year of publication
- 2020 (1)
Document Type
- Master's Thesis (1)
Language
- English (1)
Has Fulltext
- yes (1)
Is part of the Bibliography
- no (1)
Keywords
- AI use cases (1)
- Artificial intelligence (1)
- Customer experience (1)
- Customer relationship management (1)
- Sales (1)
Nowadays, the area of customer management strives for omni-channel and state-of-the-art CRM concepts including Artificial Intelligence and the approach of Customer Experience. As a result, modern CRM solutions are essential tools for supporting customer processes in Marketing, Sales and Service. AI-driven CRM accelerates sales cycles, improves lead generation and qualification, and enables highly personalized marketing. The focus of this thesis is to present the basics of Customer Relationship Management, to show the latest Gartner insights about CRM and CX, and to demonstrate an AI Business Framework, which introduces AI use cases that are used as a basis for the expert interviews conducted in an international B2B company. AI will transform CX through a better understanding of customer behavior. The following research questions are answered in this thesis: In which AI use cases can Sales and CRM be improved? How can Customer Experience be improved with AI-driven CRM?