CRM is the abbreviation for Customer Relationship Management. It is a system that allows companies to gather data from all interactions with their consumers in a single platform — and artificial intelligence has proven to be an ally in this process.
Currently, 41% of companies in BrazilThey already use AI in their operationsWith the ability to identify patterns through data analysis, this technology automates tasks, increasing productivity and efficiency.
When CRM and AI work together seamlessly, the company gains a more accurate understanding of consumer behavior. This combination has been gaining ground and evolving in recent years.
CRM is a global trend in companies
According to GrandView Research, 91% of companies with at least 10 professionalsThey already use some type of CRM system.to manage customer relationships.
In digital marketing, this type of software organizes relevant information about each consumer, making it easier to create personalized strategies and campaigns based on individual preferences.
In practice, a store can gather everything from browsing behavior on the website to purchase history and services acquired. This information makes it possible to adjust actions and optimize sales results.
Personalization increases the number of conversions
With an efficient strategy, personalize service with the support of a CRMcan increase the conversion rate by up to 200%.
This includes, for example, conducting A/B tests to identify the best campaign formats, as well as integration withautomation tools.
The CRM already offers features to segment clients based on age, gender, or behavior. With AI, however, this information is cross-referenced more intelligently, allowing for the precise identification of the stage in the buying journey that the consumer is in.
Furthermore, AI performs these analyses more quickly and efficiently, thanks to machine learning, which uses algorithms to interpret large volumes of data and predict future behaviors.
Benefits of integrating CRM and AI
The combination of CRM and artificial intelligence brings a series of advantages to marketing and sales teams. Among them:
- More personalized campaigns: with the support of AI, the CRM identifies individual preferences and behaviors, allowing the delivery of relevant content to each consumer;
- Greater loyalty: analyzing purchase history and interactions helps to predict the best time to re-engage with the customer, increasing purchase frequency;
- Increase in the average transaction value: based on the consumption profile, the system suggests complementary products or upgrades at the right moment of purchase;
- Precise audience segmentation: AI allows grouping consumers by interests, behavior, and stage in the lifecycle, facilitating personalized strategies for each profile;
- Data-driven actions: campaigns cease to be generic and become guided by concrete data, with insights on the best content, channel, and time to impact the customer.
In general, integrating CRM with artificial intelligence means using data more strategically, better understanding consumers, and optimizing sales. This integration is already a reality in many businesses and is likely to be essential in the near future.
