Artificial intelligence and CRM: the perfect match

Customer relationship management is good, but integrating it with AI and and help turbo charge your business, writes Alex Meehan

AI and CRM can be used to ‘ask clever questions about not just about what customers expect in a service, but also what would delight them’. Picture: Getty/iStockphoto

When it comes to streamlining a company’s interactions with its customers and the general public, it’s hard to think of any tool more valuable than a good customer relationship management (CRM) system.

Set up properly, CRM can help a company deliver uniform customer experiences and makes all communications and sales processes run more smoothly. But in a world where consumers expect ever more from the companies they deal with, getting CRM right is an ongoing ...