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Fostering CRM Through Artificial Intelligence

Fostering CRM Through Artificial Intelligence
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Author(s): Nidhi Shridhar Natrajan (Symbiosis Centre for Management Studies (SCMS), Symbiosis International University (Deemed), Noida, India), Sanjeev Kumar Singh (Apeejay Institute of Management and Engineering Technical Campus, Jalandhar, India)and Rinku Sanjeev (Symbiosis Centre for Management Studies (SCMS), Symbiosis International University (Deemed), Noida, India)
Copyright: 2022
Pages: 22
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.ch005


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The use of technology has always provided competitive advantage to organizations. The current approach of adapting a new technology is the long-term planning. AI has become a new paradigm of enhancing organizational capabilities. AI is not a substitute of human intelligence but a strong support in terms of process automation. Apart from this, the decision-making process also gets streamlined. The success of business is when the customer is happy. To create and retain customer loyalty, effective CRM is required. The current chapter focuses on adoption of AI for efficient CRM and the factors for its successful implementation.

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