Harnessing Artificial Intelligence in Customer Relationship Management: Transforming Customer Interactions and Business Performance

Fionah M. J.

Department of Business Administration, Kampala International University Uganda

ABSTRACT

The explosive growth of social media, mobile devices, and digital data has transformed how businesses engage with customers. Leveraging Artificial Intelligence (AI) in Customer Relationship Management (CRM) offers significant advancements in understanding and predicting customer behaviors, improving customer interactions, and optimizing business processes. This paper explores the evolution, applications, benefits, challenges, and future trends of AI in CRM. It delves into how AI-driven tools such as chatbots, virtual assistants, and predictive analytics enhance customer service and personalization. Additionally, it addresses the ethical considerations and data privacy concerns associated with AI implementation. By examining case studies and current research, the paper highlights the transformative impact of AI on CRM and provides insights into future developments that could further revolutionize customer engagement and business strategies.

Keywords: Artificial Intelligence, Customer Relationship Management, AI in CRM, Chatbots, Virtual Assistants and Predictive Analytics

CITE AS: Fionah M. J. (2024). Harnessing Artificial Intelligence in Customer Relationship Management: Transforming Customer Interactions and Business Performance. RESEARCH INVENTION JOURNAL OF CURRENT ISSUES IN ARTS AND MANAGEMENT 3(2):42-48.