ENTERPRISE IT
now expecting AI-powered CRM to help with real-time data and behaviours . Also according to Gartner ’ s 2019 CIO Agenda survey , it is expected AI in CRM will boost global business revenue by $ 1.1 trillion by the end of this year .
Additionally , automation is now used by almost every organisation for smoother customer service delivery , saving time on things like paperwork or unproductive prospecting for sales reps .
Stacey Kane , CMO at Easymerchant agrees : “ The digital revolution of the business industry has compelled more and more companies to utilise CRM programmes . This is because digital marketing and customer management are 100 times enhanced when integrated with an effective AI system and with automation that only CRM softwares can efficiently deliver .”
And Jochen Toepfer , SVP Professional Services at Acxiom states : “ Customer first means data first . Trusted , relevant customer data used at the right moment will drive every single customer interaction in the future . Only through a trusted data foundation can brands apply Artificial Intelligence and machine learning methods and in doing so , respond via CRM in the moment with relevance and respect so that every customer journey is a
114 July 2021