We might be years away from achieving human level conscience or intelligence in an Artificial Intelligence (AI) driven machine, the way we saw in Avengers. But we have nevertheless come a long way from designing chess games, when it comes to AI technology. A lot of mundane tasks can now easily be automated with the help of AI. When it comes to running an online business, having a good Customer Relationship Management system in place is very crucial to a successful business.
How well your CRM system powered by AI works depends on 2 factors Right type of data: For effective data analysis, the data should come from relevant sources. The system should be extracting information from demographics of customers, customer experience/feedback, customer complaints, sales behaviour etc. Right format of data: The format should be input into the AI system automatically with minimal manual intervention
Driving sales with the help of CRM powered by AI Decision making: Machine learning is an integral aspect of AI and can be used to glean information from important data and make predictions. SalesForce, world's leading CRM, has incorporated AI into their software, which goes by the name Einstein. Its AI engine collects data from sales, emails, user online activity, social media etc and then uses it to make suggestions to improve business. For example, it tells sales representatives who the most promising leads are and to focus on them, it advises when to trigger email campaigns to maximise email open rates. Outbound marketing and generating emotionally compelling content: Marketing campaigns can be automated with the help of machine learning. Sales persons are under constant stress to meet their goals. AI can be used to lift the burden of certain tasks that can be automated while they can focus on tasks that are more demanding in terms of human interaction. Growbots, an outbound sales platform, uses machine learning to scan websites and collect information on prospective clients. It can integrate with SalesForce to automate email marketing by creating tailor made mails to different segments of (potential) customers, scheduling campaigns as well as follow ups after a certain time. There was a time when marketing pros were hired to generate content that would emotionally connect with potential customers and elicit a response. With the latest developments in machine learning and emotional science, email outreach has become more and more personalised by playing around with elements such as colour, position of images, font etc. And guess what? Companies like Persado that have developed this technology used this and observed click-through-rates (CTR) increased by nearly 24% in companies that employed their tech stack. Responding to customers: Natural Language Processing is a branch of machine learning that can be used to break down the content of emails received from customers to interpret them, classify them by intent and identify the mails that need manual intervention for replies against ones that can be given an automatic reply. In a growing business, handling customer mails can be a daunting task. This exceptionally simplifies the process and also effectively reduces the average response time.
End Notes AI powered CRM is going is going to be an invaluable addition to sales teams. It will improve the productivity of sales teams by automating monotonous tasks, will drive more traffic to your site with the help of specially curated and personalised marketing campaigns and will make handling customers complaints a relatively easy task.