Navigating the AI Frontier in CRM Systems : Exploring the Integration of Artificial Intelligence into Customer Relationship Management Systems

Sammanfattning

The integration of Artificial Intelligence (AI) into Customer Relationship Management (CRM) systems presents significant opportunities for organisations to enhance their knowledge management and streamline business processes. This thesis, conducted in collaboration with Microsoft, delves into the key success factors essential for the successful adoption of AI within CRM systems. Utilising a qualitative methodology, this research encompasses a literature review and a series of interviews with developers, implementers, and users of an AI-CRM system, Microsoft Dynamics 365. The findings from this study highlight the crucial role of technological infrastructure, the seamless integration of AI into existing business processes and the importance of organisational support in ensuring effective adoption. This research provides insights into how AI can elevate operational efficiency and customer engagement within CRM systems. It also discusses the transformative potential of AI in these systems, particularly in enhancing decision-making processes and optimising customer interactions. The outcomes of this research include detailed descriptions of the factors that organisations need to consider for successful AI-CRM integration. These encompass technological, organisational and human-centric considerations that balance the benefits of AI with the needs of employees. The study offers valuable recommendations for organisations aiming to navigate the complexities of digital transformation in their CRM practices, thus contributing significantly to the broader discourse on technology management and digital innovation in organisational settings.