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Adoption of Artificial Intelligence Integrated Customer Relationship Management in Organizations for Sustainability

In: Business Under Crisis, Volume III

Author

Listed:
  • Sheshadri Chatterjee

    (Indian Institute of Technology Kharagpur)

  • Ranjan Chaudhuri

    (National Institute of Industrial Engineering (NITIE))

Abstract

Customer Relationship Management (CRM) is considered a strategic initiative of a business organization. To develop CRM activities, a huge volume of customer data is analyzed, which helps the organizations identify customers’ purchase intentions. But analysis of such huge volume of customer data in an accurate and quicker way is difficult by humans and organizations face numerous challenges and sometimes crisis situations without any automated system. Thus, Artificial Intelligence (AI) technology integrated with CRM could be a solution to overcome such challenges and can provide a solution for overcoming such crisis, often without human intervention. AI-CRM could provide sustenance to the organizations in terms of consistent decision-making. In this context, this chapter has discussed how AI integrated CRM system could help the organizations to overcome decision-making challenges and can provide sustainable solutions through its several functionalities. This chapter has also discussed the security and privacy issues related to usage of customers’ personal data and how to overcome such challenges.

Suggested Citation

  • Sheshadri Chatterjee & Ranjan Chaudhuri, 2022. "Adoption of Artificial Intelligence Integrated Customer Relationship Management in Organizations for Sustainability," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Demetris Vrontis & Alkis Thrassou & Yaakov Weber & S. M. Riad Shams & Evangelos Tsoukatos & Leonidas (ed.), Business Under Crisis, Volume III, chapter 6, pages 137-156, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-030-76583-5_6
    DOI: 10.1007/978-3-030-76583-5_6
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