MS Dynamics CRM

Artificial intelligence in CRM: How smart is it really?

24. September 2019

Tina Zembacher

The buzzword "artificial intelligence" has been on everyone's lips for some time and appears in a wide variety of industries.

Get everything (and more) out of your data

Data have always fundamental when it comes to efficient CRM. And that won’t change with the addition of artificial intelligence – high-quality company data remain the linchpin with which you can get an overview of your customers, products and employees.
But all that data are of little use if you don’t know how to interpret them. In day-to-day business, there is often simply not enough time to focus on this topic, so valuable data often go unused. With AI-controlled insights, you can counteract this deficiency and increase your sales performance. For example, it gives you the opportunity to help your sales staff gain faster insights into customer discussions, identify risky transactions or give concrete feedback on processes. In addition, you can optimise your business processes with insights from problem-solving, backlog trends and historical comparison data, and also use these data to evaluate your employees’ and overall company performance. As you are used to from Dynamics 365, all data relevant to you can be mapped on dashboards with integrated AI, business intelligence and machine-learning functions. Meaning you always have everything – really everything – in sight.

Find out what works and what doesn't

Find out what works and what doesn't- What does that mean exactly? With the AI of Dynamics 365 you have the possibility, among other things, to have customers moods, coversations content and language style automaticall analysed and transcribted. Discover what customers respond well to so pu can implement successful call strategies. Identify emerging customer needs that help you grow your business. Stay ahead of the market with insights derived from naming competitors. Help salespeople focus on high-success customers by merging clues from multiple sources like Dynamics 365, LinkedIn or Office 365. It has never been easier to identify customers who are more likely to buy and to uncover the advantages and disadvantages of certain customer relationships.
In addition, you can improve your existing customer relationships by identifying problems before they even arise. Find out which factors have the greatest impact on customer satisfaction for which customers and use AI insights to implement automated, data-based optimisations.

Offer your customers the best service experience

Offer your customers the best service experience
Today, the possible uses of AI go far beyond simple purchase or interest recommendations. AI-driven processes can help you develop a deep understanding of your customers. Data from a wide variety of touch points and observation sources are collected, linked, analysed and incorporated into your 360° customer view. Use this valuable customer experience to optimise your processes and secure prospective customers. The latter will thank you!
But it goes even further: if they are fed with the appropriate data, AI-controlled systems can sometimes interact with customers even better than humans because they are superior in terms of both speed and quality. Of course, this does not apply to all areas – and that is how it should be. However, simple service cases can be efficiently automated using AI, which not only brings cost savings, but also leads to improved customer experiences (e.g. better accessibility, faster reactions, etc.) and thus better sales figures.

We are certainly still in the early stages of AI-controlled processes in the CRM context. Nevertheless, there are already efficient measures that can have a positive impact on your sales figures, internal processes and customer relationships. So it pays to jump on this bandwagon!

Would you like to know how you can integrate artificial intelligence into your daily business and thus improve your services? Our team will be happy to look at this with you in detail and advise you personally.

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