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Investigating the Critical Success Factors of Artificial Intelligence-Driven CRM in J. K. Tyres: A B2B Context

Investigating the Critical Success Factors of Artificial Intelligence-Driven CRM in J. K. Tyres: A B2B Context
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Author(s): Surabhi Singh (IMS Ghaziabad, India) and José Duarte Santos (Polytechnic Institute of Gaya, Portugal)
Copyright: 2022
Pages: 12
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.ch007



AI-powered technologies allow online B2B companies to serve their customers with accurate and relevant information, 24/7. For example, they experience an increase in requests for information from customers on such aspects as product availability, features, or other services. The chapter aims to explore artificial intelligence in B2B business. The study employed qualitative research, and the data was collected through a focus group for data collection. An AI-powered chatbot enhanced with natural language processing and understanding conversationally-worded requests could instantaneously provide this information without a human representative. This is vital as the added uncertainty around the pandemic means business customers seek real answers and ways to adapt and fast. The findings suggest the critical success factors of AI-driven CRM in B2B markets. The limitations of the study include the data collection being restricted to one B2B company. The implications are that further study can be extended for exploring AI-based CRM in B2B markets.

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