CRM and AI: How Artificial Intelligence is improving the customer experience

CRM is the acronym for Customer Relationship Management.This is a system that allows companies to gather data from all interactions with their consumers on a single platform & artificial intelligence has proven to be an ally in this process.

Currently, 41% of companies in Brazil they already use AI in their operations. With the ability to identify patterns from data analysis, this technology automates tasks, increasing productivity and efficiency.

When CRM and AI work in an integrated way, the company has a more accurate view 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 professionals they already use some kind of CRM system to manage the relationship with customers.

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 from the behavior of navigation on the site to the history of purchases and services purchased. This information makes it possible to adjust actions and optimize results in sales.

Personalization increases the number of conversions

With an efficient strategy, customize the service with the support of a CRM can increase the conversion rate by up to 200%.

This includes, for example, conducting A/B testing to identify the best campaign formats, as well as integrating with automation tools.

CRM already offers features to segment customers based on age, gender or behavior.With AI, however, this information is more intelligently cross-referenced, allowing you to identify exactly what stage of the buying journey the consumer is at.

In addition, 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 CRM and AI integration

The combination of CRM and artificial intelligence brings a number of advantages to marketing and sales teams

• More personalized campaigns: with the support of AI, CRM identifies individual preferences and behaviors, allowing the sending of relevant content to each consumer;
  
• Greater loyalty: analyzing the history of purchases and interactions helps predict the best time to resume contact with the customer, increasing the frequency of purchase;
  
• Increase in the average value per transaction: based on the consumption profile, the system suggests complementary products or upgrades at the right time of purchase;
  
• Precise audience segmentation: AI allows you to group consumers by interests, behavior and stage in the life cycle, facilitating personalized strategies for each profile;
  
• Data-driven actions: campaigns are no longer generic and are driven by concrete data, with insights into the best content, channel and time to impact the customer.

In general, joining CRM to artificial intelligence means using data more strategically, better understanding consumers and optimizing sales. This integration is already a reality in many businesses and tends to be essential in the near future.