Customer Relationship Management (CRM) solutions must be able to take advantage of all available information, whether it is structured or not. Artificial Intelligence, learning and prediction systems are already beginning to make a difference. Don't miss it!
Traditionally, management solutions were designed and considered as single databases that served as storage systems for information provided by the various departments to gather the most relevant company data in a single place. Duplication was avoided and everyone worked in real-time sharing the same information, which flowed from one department to another.
In the case of CRM solutions, these databases offered a more or less overall view, allegedly a 360-degree overview, of each customer. And it was – and still is – vital that the information that feeds these systems is of the highest quality if the data is to be really valuable.
However, all this is changing very quickly as we now live in an increasingly digitized world in which customers interact more with us and among each other. The relevance of Social Networks has become a focal point for any proactive or reactive commercial action.
Modern CRM solutions are now capable of extracting information from unstructured data sources, from e-mails or comments on social media, and even from call centre recordings. Combining all this can provide a better overview of customers and their preferences, learning from them at a level that was impossible a short time ago.
This is why our employees need to take advantage of all interactions, all the information available to you so that you can build smarter working environments. However, for the data analytics that artificial intelligence, machine learning and predictive technologies can provide to make sense and to be useful in managing your customers, all this information must be of the highest quality. You must not forget this aspect.
Chatbots and personal assistants: Artificial Intelligence is here
Today, customers are willing to be attended by chatbots. What’s more, according to a recent survey by CITE Research (2017 SalesTech Report), 75% of customers are comfortable using chatbots, and even think that they improve the online customer experience. And we are not only talking about text-based bots.
Siri (Apple), Alexa (Amazon), Google Assistant, Cortana (Microsoft) and the brand new project by Telefónica known as Aura are demonstrating the enormous drive in the industry to provide systems that combine voice technology and personal assistants.
What tasks can be enhanced with the help of Artificial Intelligence?
The aforementioned report by CITE Research found that, in order of relevance, the most interesting customer management tasks to which Artificial Intelligence could be applied were automatic data entry, followed by the compilation of data on the Internet, first level communications with customers, day-to-day task planning aids, and A/B testing.
Data collection from the Internet is precisely a very interesting field. In fact, when you are preparing an appointment with a new customer or prospect, you collect information from LinkedIn, from the company’s website, Google, Facebook, Twitter, etc. Equally, Social Media provides you with very interesting information to build a profile of your interlocutor.
Indeed, this data collection process is already becoming a real feature of SugarCRM. With Sugar Hint, all you need is a name and an email account to avoid having to perform a manual search. In a matter of seconds, you will have valuable results that will be added to the customer’s file at a single click. According to Nucleus Research, this tool can save an average of 17 minutes per lead. Impressive, isn’t it?
The CITE Research report found that 63% of respondents intended to take advantage of Artificial Intelligence technologies in their organisations over the next 2 years, 23% were not sure, while only 15% said they were not going to use these systems… Where does your organisation stand on this issue?
If you would like us to help you take advantage of these technologies to make a difference in your relationship with your customers, please contact us without obligation. You will have the best CRM tool capable of generating value from the wealth of information that already comes from applying Artificial Intelligence in business processes.