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AI strategy comes first, then AI tools second
This article is part of the Business Information issue of June 2018, Vol. 6, No. 3
For all the talk and focus on technological innovations that have disrupted and changed business processes, what has really changed the most during the technology revolution of the last 20 years is the customer. Customers enter the buying process equipped with more information and perspective than ever before. From a bygone era of personal experiences and finite wells of word-of-mouth reviews, customers are now engaged with millions of other customer experiences through social media and online reviews, as well as unlimited resources, when making product or service comparisons. This paradigm shift has left marketers, sellers and service teams playing catch-up to develop strategies combined with technology to better equip themselves and capitalize on the customer's experience. Companies and brands hope that infusing a CRM AI strategy within their business will help balance the scales when interacting with customers. No business wants to enter a negotiation knowing less than its counterpart. And based on the marketing churn of most...
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Features in this issue
If your organization plans to implement AI into its workflow, be sure to develop a sound strategy and provide the necessary training to get the most out of the software.
Amid the proliferation of AI and cloud-based apps, marketers acknowledge and take partial blame for problems encountered along the way to improving their CRM capabilities.
Azure, AWS and Google are popular public clouds. But not all CRM systems are interchangeable with each of them. Experts break down the decision-making process.
Columns in this issue
AI tools in CRM help companies deliver hyper-personalized customer experiences but prevent customers from actually having personal interactions with service agents.
For marketing intelligence to explore new frontiers and achieve its ultimate goal, chief marketing officers may find their CRM applications were once developed by NASA and tested in space.
Planning, patience, trial and error and a business-minded team approach are the keystones to developing chatbots with human-like qualities that seamlessly assist customers.