We have a lot to learn about artificial intelligence and machine learning, as so much of this technology changes in real time. But trends in CRM show that AI already has proven helpful to sales and marketing specialists.
Here are a few ways that AI can benefit CRM systems, depending on what your company needs.
Enhance the Customer Experience
Chatbots that assist with customer service and voice assistants on automated menus already help CRM platforms by managing basic services and customer relationships. These automated natural language options reduce customer wait times and are available 24-7, so customers easily can obtain answers to common questions.
AI and chatbots also can funnel customers to the proper channels for more personalized service, where personnel who are free to handle more detailed questions can spend more time with them. This can improve customer engagement overall by not rushing people off the line.
Trends in CRM show that artificial intelligence also can help with the automation and personalization of email and SMS messages, adding an individualized touch to appointment reminders, for instance. These systems also can handle lead scoring and sales forecasting, gathering business intelligence data inherent to growth.
AI and Personalized Marketing Campaigns
AI works just as well for small businesses and franchise development. AI and chatbots can gather customer information such as names and contact details and demographics, as well as collect data about customer behavior, such as the rate of response and drop-off points.
Franchise sales teams can tailor these questions even further to help qualify leads or brainstorm additional CRM solutions.
For instance, the latest trends in CRM show that using artificial intelligence for predictive analytics can benefit:
- Sales forecasting: Past sales data and seasonality can help marketing and sales teams manage inventories.
- Market expansion: Insights from demographic data, local competition and economics can help determine optimal locations for new franchisees.
- Decision-making: Franchise owners can become better decision makers with access to data that enables them to make informed, strategic choices.
Best Practices for Using AI
For all its advantages, artificial intelligence requires ethical usage. Before handing over your entire customer service or sales marketing strategy to AI, consider these industry guidelines:
- Define clear objectives for any AI application. For instance, what is the goal a chatbot should achieve? Reduce customer service costs? Reduce response times?
- Be transparent: Make sure that customers know whenever they’re interacting with artificial intelligence, a chatbot or other automated system. Explain its capabilities and limitations.
- Follow privacy regulations for gathering and managing personal information on CRM platforms.
- Don’t rely on AI alone. A human should always be part of any solution involving AI interactions and capabilities.
As natural language processing and AI applications continue to evolve, you’re bound to have questions about how to integrate AI with your CRM software or how it can boost your current CRM tools. Talk with a seasoned marketing team about how this growing industry meets your needs.
