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Enhancing Customer Relationships with AI and CRM

Businesses are finding it hard to keep up with the shift in consumer demand. With the advancement of technology, customers have increased their expectations for personalization, service, responsiveness, and delivery. For your business to be successful, you need to build strong relationships with your customers. But how do you do that? The obvious answer is by using a customer relationship management (CRM) system.

A traditional CRM database was used to achieve goals more straightforwardly. Initially, it was only used for gathering, storing, and structuring data for easy access. It didn’t play any role in the process of analysis and interpretation of data to provide meaningful insight.

Customer Relationship Management (CRM) is a vital requirement for large and growing businesses operating in a competitive market. A variety of tools and software enables the sales and marketing department to build and strengthen customer relationships. 

Artificial Intelligence has made it easier to predict user behavior and needs. AI combined with CRM enable businesses to enhance their customer relationships. Artificial intelligence, or AI, refers to the ability of machines to think and understand like humans. We have now provided machines with some capabilities that can do much more than just collecting and storing of data. With the help of AI, a system can process a huge chunk of data, analyze it and detect patterns to predict behavior, and also use the same insight to calculate risk.

AI has great potential to boost the output of CRM tools. AI can provide a clear view of the customer’s entire journey from the prospect stage to retention. Artificial Intelligence is steadily redefining the future of CRM systems. With the advancement in Artificial Intelligence, the field of automation is becoming broader. It prompts customer relationship stakeholders to focus on more pressing issues. In short, it will elevate the customer experience from the first touchpoint to after-sales service.

How AI is Redefining the Future of Customer Service

Intelligent Automation: AI coupled with CRM will enable organizations to restructure their workflow and automate manual processes intelligently. It can be used to evaluate sales funnels, predict customer behavior, and predict ROI with maximum accuracy. With predictive analysis, AI can enable businesses to use historical data to make predictions about the future and take relevant actions.

As mentioned before, AI can help predict customers’ behavior based on past interactions. It uses the same insights to evaluate the sales funnels and forecast market dynamics with maximum accuracy, allowing businesses to take relevant actions that will have a positive impact, restructuring, and automating the workflow, depending on the insights. For instance, it can help with lead scoring and assist in lead segmentation based on demographics, sales records, and more. 

Efficient Management of Data: Nowadays, a vast amount of information is generated every hour by interactions with consumers. This data can be used to gain insights into predicting buyer’s behavior and formulate your business strategies accordingly.

Artificial intelligence is a useful resource when it comes to collecting and processing a massive amount of data. AI can help centralize all data from different social channels and digital interfaces into a single platform — CRM. It can then easily interpret and analyze them and provide value to the company’s objective. 

In essence, it will help effortlessly manage the marketing department by enabling them to respond to customers more quickly and efficiently. 

Advanced Customer Service Capabilities with NLP: Natural Language Processing is defined as a type of machine learning. It understands words, sentences, and the context of your customer care queries. As a subset of artificial intelligence, Natural Language Processing interprets and analyzes customer’s verbal statements. When it’s done, it provides them with an answer without any human intervention.

Natural language processing in Artificial Intelligence is an essential speech recognition capability that can read, convert, and make sense of human languages. NLP can help the CRM system to meaningfully analyze the textual context of customer emails and send them a precise response and it can also provide real-time advice for sales pitches. NLP combined with CRM tools can help businesses to reveal their brand sentiments accurately, which will ultimately affect marketing efforts. 

Transform your Business with Our Artificial Intelligence and CRM Expertise

Commercient provides CRM and ERP software integration solutions. We integrate +85 ERPs with Salesforce, Microsoft Dynamics CRM, Sugar CRM, Zoho CRM, and HubSpot CRM.

Commercient’s out-of-the-box “SYNC app”  is so easy to install. There’s no coding, no mapping, and no servers to manage on your end. Just download and go with easy access to sales and customer data when and where you need it.

Commercient SYNC can be set up to synchronize your ERP and CRM data as frequently as your business requires, once a day, every hour, or in real-time. SYNC is configurable to your company’s unique needs.

Examples of AI and CRM

Salesforce Einstein: Salesforce Einstein is the first comprehensive AI for CRM that is designed for business to be smarter and more predictive about potential customers. Einstein is powered by deep learning, Machine Learning, Predictive Analytics, and Data Mining.

Zoho: Zoho has a conversational AI assistant called Zia. It assists customers with everything from simple responses to complex analytics. We at Commercient integrate Zoho products with CRM systems to manage products, sales, marketing, recruitment, social media, and more.

Sugar CRM: Sugar CRM has recently launched an AI product called Hint. It automatically searches, tunes, and inputs personal and corporate profile details of prospective customers.

Conclusion

A CRM is considered as the backbone of any business organization. In the end, you will see a vast improvement in the company’s bottom line. Investing in AI can help your business optimize various back-office processes –  your business will improve customer service, improve customer engagement, and increase retention rates. Artificial intelligence will help create a better experience for both customers and sales representatives. The combination of AI and customer relationship management is a gateway to a profitable business. 

How to Automate Workflows With a CRM And ERP Integration

In order to get the most out of your ERP and CRM’s, automating workflows would work best through the seamless integration of data between your ERP and CRM. To be able to elaborate on this, we need to discuss and gain a better understanding of what ERP and CRM’s have to offer your business, by providing examples of ERP and CRM data integration, and how to automate workflows.

Let’s define what is an ERP and CRM Software:

ERP stands for enterprise resource planning, ERP systems deal with financial data, supply chain management, and payroll. Businesses need an ERP system to assist in lowering costs and increasing revenue by having their communications and business functions consolidated. ERP systems are there to prevent repetition, arrange pricings, and assist teams in speaking to each other. To summarise, the ERP system looks at all aspects of a company. 

Examples of ERP systems in action:

  • It updates accounts and processes orders;
  • Manages employees on payrolls that deal with benefits, income, and stores personal information about employees;
  • You can track any manufacturing processes and create alerts for every phase of the process;
  • Supply chain management that consists of manufacturing, distribution and purchasing; and
  • You are able to track processes in and across departments.

There are about 85+ ERP’s and some examples are, Sage, Quickbooks, Acumatica and Netsuite to name a few.

On the other hand, you have CRM systems – customer relationship management systems deal with the interaction between potential and current customers, ensuring they enjoy their experience. It’s all about delivering a service that is timely, reliable, and consistent because if that can be delivered, the business will have more of a chance of having customers that are loyal, and that will increase sales. Therefore, CRM systems are mainly used for customer service, sales, and marketing departments. 

To illustrate CRM systems in action:

  • Assist in high-quality customer support;
  • Streamlining the process for sales;
  • The response time will be more efficient;
  • Leads and opportunities can be pursued more effectively; and
  • You can draw up reports to analyze how the customer interacts with the business and their purchasing pattern. 

Some examples of leading CRM systems Salesforce, Hubspot, Sugar CRM, Zoho, and Microsoft Dynamics 365.

Data Integration and workflow automation

Every business would like to streamline their data, in order for day-to-day processes to be more efficient so they can deliver expedited service to customers. If you have a separate ERP and CRM system without them being integrated into one system, it becomes tedious and hard to manage, and not only that, you will have to keep track of when to synchronize all the data. The workflow of data will become slower and there are more risks of running into numerous errors.

Data integration between your ERP and CRM has numerous advantages, as your business will be able to share one database between all employees, which means the following: 

  • 360-degree view of customers and products;
  • Employees can access information at a faster rate;
  • Avoid manual data entry and the risk of duplications;
  • There will be better inventory, order, and quote management;
  • Better quality control; and
  • Better mobility meaning employees can collaborate easier and faster.

But, now how does ERP and CRM integration play a role in automating workflows?

Well, workflow automation is a logical method of automating any manual task or work for an employee or worker and consists of knowing what tasks employees or workers do and automating them through technology. By integrating your ERP and CRM data, you have already created a ground for workflow automation. It is ideal for any business because it helps with;

  • Data accuracy;
  • Avoidance of manual data entry by employees;
  • Productivity; and
  • Efficiency. 

But how can one integrate their data to automate workflows?

Commercient SYNC makes data integration simple and user-friendly. Information is made available on a platform accessible to all employees. Through SYNC, data is transferred from your ERP to your CRM and from your CRM to your ERP and stored according to the business needs. Through this, Commercient assists in automating workflow because once the two platforms have been SYNC’ed, there will be a streamlined workflow that eliminates unnecessary work and your employee’s productivity will increase. Unlike traditional data integration tools such as an ETL, there is no coding, mapping, or server required through Commercient. Here is a video to prove it.

Contact us today and get your department’s workflows automated with SYNC!