{"id":2253,"date":"2023-07-06T09:43:41","date_gmt":"2023-07-06T09:43:41","guid":{"rendered":"https:\/\/actionclient.com\/gpt-and-crm-chat\/"},"modified":"2025-03-19T21:42:22","modified_gmt":"2025-03-19T21:42:22","slug":"gpt-and-crm-chat","status":"publish","type":"post","link":"https:\/\/actionclient.com\/en\/gpt-and-crm-chat\/","title":{"rendered":"GPT and CRM chat"},"content":{"rendered":"\n<p>ChatGPT and CRM are two completely different systems, they don&#8217;t do the same thing, they don&#8217;t have the same objective, they work in complementarity or integration, we&#8217;re going to see their advantages and their limits.<\/p>\n\n<h2 class=\"wp-block-heading\">Features<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/actionclient.com\/en\/advantages-and-disadvantages-of-chatgpt-in-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">ChatGPT<\/a> is a conversational chat based on a language model<\/li>\n\n\n\n<li><a href=\"https:\/\/actionclient.com\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">CRM<\/a> is a customer management system that <a href=\"https:\/\/actionclient.com\/en\/a-crm-for-customer-service\/\" target=\"_blank\" rel=\"noreferrer noopener\">improves customer relations<\/a> and <a href=\"https:\/\/actionclient.com\/en\/how-to-increase-your-sales\/\" target=\"_blank\" rel=\"noreferrer noopener\">boosts sales<\/a>.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Database<\/h2>\n\n<ul class=\"wp-block-list\">\n<li>ChatGPT uses the internet as a database for its information searches, currently its search database is older than 2021.<\/li>\n\n\n\n<li>CRM uses your customer database to provide information in real time<\/li>\n<\/ul>\n\n<p>ChatGPT provides much broader, but less specific information, and its intelligence will generate information that is inferred rather than factual, and therefore prone to error. What&#8217;s more, its information is not real-time, unlike CRM.<\/p>\n\n<h2 class=\"wp-block-heading\">Objective<\/h2>\n\n<ul class=\"wp-block-list\">\n<li>ChatGPT&#8217;s aim is to provide you with quick answers, based on a wealth of information gleaned from a variety of sources.<\/li>\n\n\n\n<li>The CRM aims to :\n<ul class=\"wp-block-list\">\n<li>Better customer management<\/li>\n\n\n\n<li>Helping you sell more<\/li>\n\n\n\n<li>Improving the customer experience<\/li>\n\n\n\n<li>Provide sales statistics to better guide company strategy.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n<p>The first is a general, deductive system, the other is a specific tool for analyzing <strong>your<\/strong> data. The first can go wrong, the other shouldn&#8217;t.<\/p>\n\n<h2 class=\"wp-block-heading\">ChatGPT or CRM, strengths and weaknesses<\/h2>\n\n<ul class=\"wp-block-list\">\n<li>ChatGPT allows you to search a large database quickly and has several weaknesses:\n<ul class=\"wp-block-list\">\n<li>Currently limited to 2021<\/li>\n\n\n\n<li>Sometimes he makes mistakes, so always check his information.<\/li>\n\n\n\n<li>He reports the average synthesis of what he sees on the NET, so he&#8217;ll pick up on the general ideas of the moment, depending on the questions asked. You could even say that ChatGPT is woke, he&#8217;s always fairly politically correct and doesn&#8217;t forget to express that there are divergent points of view on all controversial subjects.<\/li>\n\n\n\n<li>It has no originality or creativity; it&#8217;s not artificial intelligence, but a conversational tool based on a language model.<\/li>\n\n\n\n<li>You need to know how to use it, i.e. how to formulate your question, and ask for several answers to the same question.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>CRM is highly specialized and therefore more limited, it&#8217;s not a conversational tool, it provides specific data on your organization&#8217;s customers but most of them have big flaws:\n<ul class=\"wp-block-list\">\n<li>Most CRMs are too complicated, and salespeople often hate them.<\/li>\n\n\n\n<li>They have most often been designed by information specialists for marketing or sales people, and on for those who use them.<\/li>\n\n\n\n<li>The majority of sellers feel that they spend more time trying to fill their tool than selling.<\/li>\n\n\n\n<li>But there are a few simple CRMs<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Using ChatGPT with a CRM<\/h2>\n\n<p> Many specialists praise the direct use of chat in sales and marketing tasks:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Copywriting your site&#8217;s home page (landing page): possible, but I don&#8217;t see why a language model researching the whole web would know better than you what to say to your customers.<\/li>\n\n\n\n<li>Call-to-action buttons: here too, there&#8217;s no reason why ChatGPT should know YOUR customers&#8217; motivations better than you do.<\/li>\n\n\n\n<li>Advertising copywriting: you&#8217;re supposed to know your customers better than an intelligence search engine.<\/li>\n\n\n\n<li>Call scripting: this borders on the ridiculous. Call scripts are highly specialized and require professionals working in collaboration with your company&#8217;s best salespeople, real-life test periods, and the selection of the best scripts.<\/li>\n\n\n\n<li>Emails: why should an automated tool be able to respond automatically to your customers when you should have automated response templates tailored to your organization&#8217;s customers?<\/li>\n\n\n\n<li>Targeting customers and prospects: yes, it&#8217;s possible, but your CRM is a specialized tool for this, programmed for the specifics of your organization.<\/li>\n\n\n\n<li>Writing articles for your website: this is quick and easy, and in just a few seconds you can have an article that would have taken you several hours to write. On the other hand, it won&#8217;t be original, it won&#8217;t be as sharp, and there are rumors that Google is trying to identify automated answers and penalize the SEO of sites that use them.<\/li>\n<\/ul>\n\n<p>So, these suggestions either come from AI specialists who know nothing about sales and marketing, or from CRM providers who are trying to use AI integration as a marketing tool.<\/p>\n\n<p>The most effective use today is complementarity, i.e. offering ChatGPT to people who use CRM to do their own preliminary research. So a sales rep can use chat to find lists of new prospects and then integrate them into the CRM, or a customer service agent can do his initial research with chat to get his answer faster.<\/p>\n\n<h2 class=\"wp-block-heading\">Integrating ChatGPT with CRM<\/h2>\n\n<p>Some CRM suppliers offer to integrate it into their tools, which is possible, but it&#8217;s still very new and the results remain to be seen.<\/p>\n\n<p>How to integrate it? I put the question to the main interested party, ChatGPT himself, he should the best to give a good answer, here it is:<\/p>\n\n<ol class=\"wp-block-list\" style=\"list-style-type:1\">\n<li>Needs analysis:\n<ul class=\"wp-block-list\">\n<li>Identify specific objectives<\/li>\n\n\n\n<li>Identify specific use cases, e.g. :\n<ul class=\"wp-block-list\">\n<li>real-time customer support<\/li>\n\n\n\n<li>automate certain customer service tasks.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Choice of interface in your CRM.\n<ul class=\"wp-block-list\">\n<li>User interface (UI)-based integration . You can create a user interface that allows users to communicate with ChatGPT directly from the CRM interface. This may require custom development to integrate ChatGPT&#8217;s user interface into your CRM.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.cnil.fr\/fr\/definition\/interface-de-programmation-dapplication-api\">API-based<\/a> integration if your CRM offers custom integration functionality if your CRM has an API (Application Programming Interface), you can use ChatGPT&#8217;s API to send requests to ChatGPT&#8217;s API and receive responses. This usually involves making HTTP calls to the ChatGPT API using the programming language of your choice.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>ChatGPT configuration.\n<ul class=\"wp-block-list\">\n<li>If you&#8217;re using an API, you&#8217;ll need to configure and deploy your ChatGPT interface. This may involve creating a learning model specific to your use case, and training this model with relevant data.<\/li>\n\n\n\n<li>If you&#8217;re using a user interface, you&#8217;ll need to configure and customize ChatGPT&#8217;s user interface to integrate it into your CRM.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Technical integration: you&#8217;ll need to set up the necessary technical connections to enable communication between ChatGPT and your CRM. This may involve the use of APIs, webhooks or other communication mechanisms.<\/li>\n\n\n\n<li>Testing and successive improvements: carry out thorough testing to ensure that ChatGPT works properly in your CRM. Identify any problems or improvements to be made.<\/li>\n\n\n\n<li>Deployment and monitoring: deploy integration in your production environment. Monitor ChatGPT performance and gather user feedback to make adjustments where necessary.<\/li>\n<\/ol>\n\n<p>I have to confess that I&#8217;m not an AI specialist and I can&#8217;t validate the answer.<\/p>\n\n<h2 class=\"wp-block-heading\">In conclusion<\/h2>\n\n<p>ChatGPT is a language model that generates text, while a CRM is customer relationship management software that stores, organizes and analyzes customer data. Both can be used in the context of customer relations, but they have different functionalities and objectives.<\/p>\n\n<p>There are two ways in which you can make the most of complementarity: by using chat as a back-up tool, and its benefits are obvious, or by integrating it into your CRM. It remains to be seen whether the benefits justify the costs and risks.<\/p>\n\n<p><\/p>\n\n<p>Jean-Pierre Mercier<\/p>\n","protected":false},"excerpt":{"rendered":"<p>ChatGPT and CRM are two completely different systems, they don&#8217;t do the same thing, they don&#8217;t have the same objective, they work in complementarity or integration, we&#8217;re going to see their advantages and their limits. Features Database ChatGPT provides much broader, but less specific information, and its intelligence will generate information that is inferred rather [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1006,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2253","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ChatGPT and CRM<\/title>\n<meta name=\"description\" content=\"The difference between a CRM and ChatGPT, and how to use them as complementary or integrated tools to boost your sales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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