AI Integration Gives CRM Users a Real-Time Advantage

Sep 18 2024

/

AI, CRM, Customer Experience (CX), Technology & Business

AI Integration Gives CRM Users a Real-Time Advantage

CRM and customer experience (CX) vendors are retooling their platforms to better integrate with existing business applications without employees realizing they’re using generative AI-powered capabilities. This shift will improve productivity as it changes how businesses operate. As the technology becomes more embedded in daily workflows, those who fail to adopt it will be disadvantaged.

According to Paul Farrell, chief product officer at SugarCRM, as organizations grapple with large amounts of data, generative AI provides tools to understand the vast amounts of information and determine the best course of action. He notes that generative AI rapidly evolves into a vital technology driving real business value. Some of its most impactful technologies are also the most challenging to set up.

“Nurturing campaigns, workflows, and business analytics, for example, can be incredibly powerful tools, but configuring them can be complex, especially if you don’t have the right resources,” he told CRM Buyer.

Take, for example, a prompt to generate a detailed analysis of how leads have evolved over the past three months. Generative AI simplifies the process, making it much easier for businesses to harness the full potential of these technologies.

Balancing CRM Data Use With Responsible AI

According to Farrell, one of the developing strategies is for businesses to do more with less. They are shifting to maximizing the value of existing assets rather than constantly pursuing new ones.

“This is especially true for customer data platforms (CDPs) and revenue intelligence tools, which allow businesses to leverage the data they already have to drive growth,” he interjected. For example, companies are looking to optimize their existing customer base. They focus on selling more to their current customers or helping low-performing salespeople perform better.