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AI-Powered Customer Intelligence: Transforming CRM Into a Growth Engine Through Predictive and Prescriptive Capabilities
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Author(s): Adil Ellikkal (Presidency Business School, Presidency College, Bengaluru, India), Soniya Antony (Alagappa University, Karaikudi, Tamilnadu), Vengadesh Sakthivel (Presidency Business School, Presidency College, Bengaluru, India), Pradeep Kumar Shinde (Presidency College, Bengaluru, India), Chandan Chavadi (Presidency Business School, Presidency College,Bengaluru, India), Jin Yong Park (Konkuk University, Seoul, South Korea)and Dhanabalan Thangam (Presidency Business School, Presidency College, Bengaluru, India)
Copyright: 2026
Pages: 26
Source title:
Strategic Innovation and Sustainable Customer-Centric Growth
Source Author(s)/Editor(s): Sriram Ananthan (Yorkville University, Canada), Amit Kohli (Yorkville University, Canada), Thirupathi Manickam (Christ University, India)and T. Dhanabalan (Presidency College, India)
DOI: 10.4018/979-8-3373-6955-6.ch001
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Abstract
The application of Artificial Intelligence (AI) to Customer Relationship Management (CRM) is transforming the way businesses interact with their customers and grow their revenue on a sustainable basis. This article offers a conceptualization to understand the strategic change in CRM with the advent and development in AI technologies in machine learning, natural language processing, predictive analytics, and intelligent automation. Built on Resource-Based View and Dynamic Capabilities Theory, the framework posits that the development of AI-CRM systems goes through four layers: data integration, intelligence generation, customer engagement, and feedback-driven optimization.
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