AI-powered Customer Relationship Management – GenerativeAI-based CRM – Einstein GPT, Sugar CRM, and MS Dynamics 365

Edyta Gołąb-Andrzejak

doi:10.1016/j.procs.2024.09.683

AI-powered Customer Relationship Management – GenerativeAI-based CRM – Einstein GPT, Sugar CRM, and MS Dynamics 365

Abstract

Generative artificial intelligence (GenAI) and its implementation in successive business management support systems is a rapidly growing area of theoretical consideration, ongoing research, discourse and application in practice. Recently, the implementation of of GenAI in customer relationship management (CRM) systems has been observed. Accordingly, the aim of this article is to identify areas where GenAI can enhance CRM systems, using Einstain GPT, Sugar CRM or Microsoft Dynamics 365 as examples. To this end, a research question was formulated: how can GenAI improve the effective use of CRM systems? Accordingly, a preliminary study based on secondary data analysis as well as software analysis was conducted to identify areas of GenAI use in CRM systems where we see an increase in the effective application of CRM. The results of the analysis showed that GenAI-powered CRM systems support the effectiveness and efficiency of marketing, sales, commerce, service and system user success. This is because they provide numerous advantages in terms of developing, expanding and strengthening customer relationships through highly advanced personalisation, closely linked to customer segmentation, which allows unique experiences to be provided to individual segments. As a result, this translates into building a company's competitive advantage and increasing the profitability of its CRM efforts.