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Conceptualizing the Use of Artificial Intelligence in Customer Relationship Management and Quality of Services: A Digital Disruption in the Indian Banking System
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Author(s): Parag Shukla (The Maharaja Sayajirao University of Baroda, Vadodara, India) and Sofia Devi Shamurailatpam (Faculty of Commerce, The Maharaja Sayajirao University of Baroda, India)
Copyright: 2022
Pages: 25
Source title:
Adoption and Implementation of AI in Customer Relationship Management
Source Author(s)/Editor(s): Surabhi Singh (IMS Ghaziabad, India)
DOI: 10.4018/978-1-7998-7959-6.ch012
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Abstract
In this chapter, the authors have conceptualized a hypothetical comprehensive model of AI, CRM, and quality of services by banks given the underlying pull and push factors that determine the extent of AI adoption by the banks. This chapter shall also serve as a primer to demonstrate the effects of use of artificial intelligence in the Indian banks and is also aimed to encapsulate the restraining and facilitating forces that drive adoption of AI. This chapter examines the blooming development of artificial intelligence and its significance in the operational efficiency in terms of management of issues related to customers while accessing different products and services offered by banks. In other words, the use of artificial intelligence technologies can dramatically improve banks' ability to achieve four key outcomes: higher profits, at-scale personalization, rapid innovation cycles, strategic customer relationship management (CRM), and distinctive omni-channel experiences. The role of artificial intelligence (AI) is significant in the banking industry for operational efficiency.
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