{"id":2941,"date":"2024-02-09T14:29:41","date_gmt":"2024-02-09T14:29:41","guid":{"rendered":"https:\/\/actionclient.com\/crm-and-artificial-intelligence\/"},"modified":"2025-03-20T13:02:05","modified_gmt":"2025-03-20T13:02:05","slug":"crm-and-artificial-intelligence","status":"publish","type":"post","link":"https:\/\/actionclient.com\/en\/crm-and-artificial-intelligence\/","title":{"rendered":"CRM and artificial intelligence"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Artificial intelligence can automate personalized responses and analyze CRM data in real time to better understand customers and their motivations, and thus facilitate decision-making based on trend analysis.<\/p>\n\n<h2 class=\"wp-block-heading\">The possibilities offered by AI in CRM<\/h2>\n\n<p class=\"wp-block-paragraph\">The main advantage of AI is its ability to rapidly analyze a large mass of data in real time to derive trends, patterns and personalized responses.<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Research sales opportunities with existing customers. We&#8217;re asking AI to do what a good salesperson knows how to do: analyze customers&#8217; products and services, determine complementary needs &#8211; in effect, automating what we call cross-selling or upselling. This is the simplest and most profitable function of AI, but it will never do it as well as a good salesperson.<\/li>\n\n\n\n<li>Sending personalized offers to customers by e-mail or on the website following analysis of their purchases and behavior. To visualize things better, if you watch a certain number of series on Netflix, they&#8217;ll offer you others in the style you like to build loyalty, and then try to <a href=\"https:\/\/challenge-action.com\/techniques-de-vente\/\" target=\"_blank\" rel=\"noreferrer noopener\">cross-sell or upsell<\/a>.<\/li>\n\n\n\n<li>Scoring and prioritizing the easiest to optimize and the most profitable prospects. This is the task of sales managers at the end of the year, and here it&#8217;s done automatically in the CRM.<\/li>\n\n\n\n<li>Analysis of customer sentiments by deciphering a large mass of comments about current products, new offers, new prices. Here again, it&#8217;s a task that humans can do, even more finely, but AI makes it possible to do it faster on a larger mass of information.<\/li>\n\n\n\n<li>Predicting consumer behavior based on trend analysis, we determine which segments will decrease, which will increase, and what offer should be made to them.<\/li>\n\n\n\n<li>Identify at-risk customers at risk of leaving in order to make loyalty offers to them<\/li>\n\n\n\n<li>Implementation of chatbots to automate responses to customer queries on the website. You&#8217;ve probably taken part in discussions on social networks or with customer service on certain sites, thinking you were talking to a human, but it was a machine. Virtual assistants save on the payroll costs of customer service, but a human is still needed at the end of the day. The main aim of the bots is to reduce the number of customer service agents.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">How to integrate AI into CRM<\/h2>\n\n<p class=\"wp-block-paragraph\">There are four possibilities.<\/p>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.hubspot.fr\/statistiques-intelligence-artificielle\" target=\"_blank\" rel=\"noreferrer noopener\">CRMs already incorporating AI, such as Hubspot<\/a>, are expensive and not always user-friendly, and are particularly suited to very large companies.<\/li>\n\n\n\n<li>CRM solutions that allow you to integrate AI yourself, such as <a href=\"https:\/\/www.microsoft.com\/fr-fr\/dynamics-365\" target=\"_blank\" rel=\"noreferrer noopener\">Microsoft Dynamics<\/a>, which integrates Microsoft Azure. This solution is also complex, as you need a strong AI team to do it yourself.<\/li>\n\n\n\n<li>CRM and a separate AI, with no integration, is probably the simplest solution for a medium-sized company, but it&#8217;s possible with <a href=\"https:\/\/actionclient.com\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">ActionClient CRM, specialized for small businesses and the self-employed<\/a>.<\/li>\n\n\n\n<li>CRM with &#8220;human intelligence&#8221; is still the best solution for small businesses. Indeed, AI does absolutely nothing new, it just processes a larger mass of data faster.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">AI tools<\/h2>\n\n<p class=\"wp-block-paragraph\">We have identified a number of tools, and of course the market is evolving daily.<\/p>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/azure.microsoft.com\/fr-ca\" target=\"_blank\" rel=\"noreferrer noopener\">Microsoft Azure ML<\/a>: a set of AI model development tools hosted on the Azure cloud.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.tensorflow.org\/?hl=fr\" target=\"_blank\" rel=\"noreferrer noopener\">Tensor Flow<\/a> is a Google tool that is in fact an open library for deep learning.<\/li>\n\n\n\n<li><a href=\"https:\/\/keras.io\/\" target=\"_blank\" rel=\"noreferrer noopener\">Keras<\/a>: interface for testing models developed with Tensor Flow<\/li>\n\n\n\n<li><a href=\"https:\/\/pytorch.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Py Torch<\/a>: another open library for deep learning<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/scikit-learn.org\/stable\/\" target=\"_blank\" rel=\"noreferrer noopener\">Scikit-learn<\/a>: set of simple Python tools for data analysis<\/strong><\/li>\n\n\n\n<li><a href=\"https:\/\/www.ibm.com\/fr-fr\/watson\" target=\"_blank\" rel=\"noreferrer noopener\">IBM Watson<\/a>: tools for analyzing and processing natural language and images<\/li>\n\n\n\n<li><a href=\"https:\/\/cloud.google.com\/solutions\/ai?hl=fr\" target=\"_blank\" rel=\"noreferrer noopener\">Google Cloud AI platform<\/a>: cloud platform offering tools for developing machine learning models<\/li>\n\n\n\n<li><a href=\"https:\/\/aws.amazon.com\/fr\/sagemaker\/\" target=\"_blank\" rel=\"noreferrer noopener\">Amazon Sage maker<\/a>: an AWS (Amazon Web Service) service for hosting machine learning model development tools.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.nltk.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">NLTK<\/a>: Python tools for natural language analysis and processing<\/li>\n\n\n\n<li><a href=\"https:\/\/www.uipath.com\/fr\" target=\"_blank\" rel=\"noreferrer noopener\">UiPath <\/a>: tool for automating repetitive tasks.<\/li>\n\n\n\n<li><a href=\"https:\/\/rasa.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rasa<\/a>: platform for developing virtual assistants (chabots) Open CV: open library of computer vision image processing tools<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n<p class=\"wp-block-paragraph\">A CRM must prioritize its primary function, which is to manage customers to improve customer service and increase sales.<\/p>\n\n<p class=\"wp-block-paragraph\">AI can automate certain tasks and reduce the number of customer service agents, while the other function of AI is analysis &#8211; it can process more data, faster.<\/p>\n\n<p class=\"wp-block-paragraph\">But don&#8217;t forget that a good CRM should focus even more on achieving good results than on analyzing failures. It&#8217;s always better to make profits than to analyze losses.<\/p>\n\n<p class=\"wp-block-paragraph\">So choose a simple, efficient system. If you can add AI, that&#8217;s fine, but it should remain a complementary function, not the raison d&#8217;\u00eatre of your system.<\/p>\n\n<p class=\"wp-block-paragraph\">There are two types of company, those with the right results, and those with the right excuses based on analysis, only the former survive.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">Jean-Pierre Mercier<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Artificial intelligence can automate personalized responses and analyze CRM data in real time to better understand customers and their motivations, and thus facilitate decision-making based on trend analysis. The possibilities offered by AI in CRM The main advantage of AI is its ability to rapidly analyze a large mass of data in real time to [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2659,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2941","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>CRM and artificial intelligence<\/title>\n<meta name=\"description\" content=\"How artificial intelligence can complement your CRM, the options available to you, the criteria for choice.\" \/>\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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