Analyzing the Challenges of Integrating Artificial Intelligence and Customer Relationship Managemen

Subject Areas : Designing a general marketing plan

ُShirvan Keivani ¹ , mojtaba heydari ² , reza rostamzadeh ³

1 - Student/Islamic Azad University, Urmia branch
2 - عضو هیات علمی
3 - Associate Professor, Department of Management, Urmia Branch, Islamic Azad University, urmia, Iran.

Received: 2024-04-20 Accepted : 2024-09-14 Published : 2024-12-21

Keywords: Challenges, Customer Relationship Management, Artificial Intelligence, Integration,

Abstract :

The integration of artificial intelligence (AI) in the field of customer relationship management (CRM) has tremendous potential to enhance organizational efficiency. This novel technology can help companies in predicting customer needs and preferences, optimizing processes, delivering personalized services, and improving the customer experience. However, to achieve a successful integration of AI and CRM, companies need to consider the unique challenges and complexities arising from the distinct nature of CRM processes. The objective of this research is to identify the challenges that organizations must overcome during the different stages of integrating AI into CRM, from the initial discovery to the final sustainability. Given the multiple areas of expertise required in this domain, including AI, CRM, data science, and business management, the chosen research approach involves qualitative interviews with multiple experts from these fields. In this study, ten specific challenges related to AI-based CRM have been identified and categorized across the four stages of AI implementation (discovery, development, deployment, and sustainability). The findings of this research contribute to an empirical understanding of the process of integrating AI and CRM, and provide a long-term perspective on the application of AI in customer relationships. This study lays the groundwork for examining the essential activities and capabilities required to manage the integration challenges of AI and CRM, and raises fundamental questions for managers who intend to venture into this domain.

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