CRM & Ai

CRM & AI
Group 1
Introduction
• As the internet has become the backbone of modern sales and marketing efforts, CRM has had to
evolve to capture and categorize a constantly growing stream of signals and data points about
prospects, customers, and companies.
• Today, there is a ton of available information across many devices and platforms. Companies need
a way to integrate this “big data” (aka Business Intelligence) into their intelligent CRM that
produces predictive results.
• AI powered CRM, powered by machine-based learning, is optimized for large CRM data sets.
• will be able to connect with your customers on a whole other level and make informed decisions
based on the most up-to-date data.
• Machine learning is a subset of artificial intelligence. It relies on using statistical measures to
construct intelligent computer systems in order to learn from databases available to it.
• Combing AI and CRM delivers more predictive and personalized customer information in all areas
of your business. It produces a more intelligent CRM. The benefits include accelerated sales
cycles, improved lead generation, customized marketing campaigns, and lower costs of support
calls.
5 reasons to include AI in CRM
• Gain a virtual assistance
• Automated data capturing
• Segment customers
• Simplify lead management
• Enhance Customer Engagement & Retention
• Close More, lose less
Benefits of AI powered CRM
• Efficient Data Management
• Optimized sales strategy
• Better application development
• Determine buying trends from purchase history
• Provide better sentiment and intent analysis, product
recommendations and up-selling
• Increase customer retention and satisfaction
• More accurate sales forecasting
• Increased productivity
AI in Sales
• Identify and respond to the hottest leads first by using lead scoring
algorithms
• Produce more accurate forecasts and faster quotes – real-time pricing
and discount history
• Notification alerts when opportunities are not processing at a regular
pace
• Qualify accounts based on their conversion probability
• Automate your sales cycles from leads to closed deals
• Less data entry by using pre-populated fields and advanced tasks and
notifications
AI in Marketing
• Create automatic next steps immediately, when a customer reacts to your marketing
• Detect which email type performs better by product and customer
• Analyze customers across social media channels for a deeper understanding of how they
perceive your brand
• Predict the success of your marketing initiatives and campaigns and learn ways to refine
them
• Analyze the momentum and emerging trends in your customers for a marketing
campaign
• Real-time response when leads come from a website or social media
• Trigger email campaigns using machine learning algorithms and customer response
history
• Connect all your marketing data and KPIs automatically to manage campaigns, trigger
alerts and improve your marketing efficiency
AI in Customer Service
• Determine the intent of the customer’s phone calls and the frequency
they occur to improve customer satisfaction
• Automatically escalate requests from different types of customers
• Generate auto responses based on a question or issue type
• Classify and route necessary calls to live agents to when need saving
costs and increasing efficiency
• Track and analyze customer satisfaction on social media platforms to
get out ahead of potential issues and automatically assign tickets to
agents
• Use Chatbots/ Virtual assistants
AI & future of CRM
• Industry analysts predict the global CRM market to grow at a 13.7 percent
Compound Annual Growth Rate (CAGR) through 2021. Part of the reason
for that growth is the anticipation of greater built-in machine intelligence
in CRM systems.
• Marketing data, insights and customer-centric knowledge drives more
effective decision-making, customer intelligence, and positive customer
experiences. The next generation of APIs is expected to enable a new era of
intelligent, integrated CRM systems and platforms.
• By changing the nature of work and creating a new relationship between
man and machine, A.I. could double annual economic growth rates in 2035
and boost labor productivity by 40%
Examples
• Harley-Davidson Used Artificial Intelligence to Increase New York Sales Leads by 2,930%
• Harley-Davidson, the AI tool, Albert, drove in-store traffic by generating leads, defined as customers who express interest in
speaking to a salesperson by filling out a form on the dealership’s website.
• Armed with creative content (headlines and visuals) provided by Harley-Davidson, and key performance targets, Albert began by
analyzing existing customer data from Jacobi’s customer relationship management (CRM) system to isolate defining characteristics
and behaviors of high-value past customers: those who either had completed a purchase, added an item to an online cart, viewed
website content, or were among the top 25% in terms of time spent on the website.
• Albert identified lookalikes who resembled these past customers and created micro segments – small sample groups with whom
Albert could run test campaigns before extending its efforts more widely. It used the data gathered through these tests to predict
which possible headlines and visual combinations – and thousands of other campaign variables – would most likely convert
different audience segments through various digital channels (social media, search, display, and email or SMS).
• Once it determined what was working and what wasn’t, Albert scaled the campaigns, autonomously allocating resources from
channel to channel, making content recommendations, and so on.
• For example, when it discovered that ads with the word “call” – such as, “Don’t miss out on a pre-owned Harley with a great price!
Call now!” – performed 447% better than ads containing the word “Buy,” such as, “Buy a pre-owned Harley from our store now!”
Albert immediately changed “buy” to “call” in all ads across all relevant channels. The results spoke for themselves.

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