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CRM Systems in Changes: Artificial Intelligence
Abstract
This chapter focuses on the changes in CRM (Customer Relationship Management) systems and challenges that are related to their daily use. The fundamental problem causes the adoption of the optimal method of solving the given tasks. These tasks are focused on working with a 360-degree view of the customer. The question of this chapter concerns CRM systems and their influence by artificial intelligence. The solution is based on literature research and analysis of the variability of the selected CRM systems in order to determine challenges for IT users. There are also mentioned reports from industry analysts and study cases. Recommendations for resolving CRM controversies are discussed. CRM systems in these relationships must support of multifaceted approach with a multidisciplinary framework that combines information technology, marketing, and organizational behavior. User-centered CRM design and ethical considerations in artificial intelligence and CRM are particularly important.
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