Module-5

Emerging trends in
CRM

By: Dr. T.S.Narayanan

 (BPR) is a comprehensive approach to redesigning and
optimizing organizational processes to improve efficiency,
effectiveness, and adaptability.
 This method of organizational transformation is
implemented by analyzing and restructuring various
aspects of a business, such as workflow, communication,
and decision-making processes, with the goal of achieving
significant improvements in performance, such as
increased productivity, reduced costs, and improved
customer satisfaction.
 Enterprise resource planning (ERP) is a
platform companies use to manage and integrate
the essential parts of their businesses.
 ERP software can integrate all of the processes
needed to run a company.
 An ERP software system can also integrate
planning, purchasing inventory, sales, marketing,
finance, human resources, and more.
 Some benefits of ERP include the free flow of
communication between business areas, a single
source of information, and accurate, real-time
data reporting.
Sales automation is the process of
using technology to perform often
tedious human tasks, reducing manual
time, effort, and error.
Traditional sales automation has two
primary applications. The first
involves capturing and updating
customer data, like pulling deal
information from emails and adding to
account records. The second is
workflow automation, where actions
in the sales process trigger once-manual
End of Lecture-1
Conversational AI chatbots stand in stark contrast to conventional
chatbots, your typical “click bots”. Click bots are the most basic type of
chatbots that use pre-programmed answers to certain pre-set keywords.

A conversational AI chatbot, on the other hand, uses natural language

processing (NLP), machine learning, and conversational design, which
enables it to have a better understanding of human intent and answer
questions more naturally. This type of chatbot will be able to
understand that “new wheels” and “new e-bikes” mean the same thing.
They'll also use more engaging and smooth expressions to interact with
users.
How does a conversational AI bot work?

NLP and machine learning enhance a conversational AI chatbot’s

capabilities to understand human intent. Conversational design
empowers the bot to answer more naturally, with more human-like
expressions.
NLP
NLP enables a computer program to understand human speech and
text and reply like a person would. For this, conversational AI chatbots
use natural language understanding (NLU) and natural language
generation (NLG).
NLU helps the bot understand the context of human language, such as
syntax, intent, or semantics. NLG generates text or speech in a
language that humans can understand.
The better the chatbot’s NLP capabilities are, the smoother the
interaction between bots and humans will be.
Conversation design
Conversation design is the way in which the flow of the conversation
between chatbots and humans is designed. Conversation design
combines AI, NLP, user experience design, writing, linguistics, voice, and
motion to ensure that the human-bot interaction is as smooth and
natural as possible.
AI powered CRM
 Realizing its extraordinary benefits, many businesses have been
deploying Artificial Intelligence (AI) in their business operations.
 In recent years, the use of customer relationship management (CRM)
software is growing as it helps businesses to build stronger
relationship with their customers.
 Businesses that offer excellent customer service have a greater
chance of success. To deliver a high level of customer service,
understanding your customer is important.
 Thus, the integration of AI and CRM can help understand your
customer better and improves the customer experience.
5 key benefits of AI in CRM
(1) Efficient handling of large data
Generally, a CRM tool collects data from various platforms providing
centralized customer data to businesses. Due to the growing amount of
data, it becomes difficult to extract the relevant data. Hence, integrating
an AI with a CRM helps to manage large data efficiently.
(2) Accurate customer profile and optimized sales strategy
Using the advanced artificial intelligence, accurate customer profiles
can be created. It also helps to identify customer behaviors so that
more personalized actions can be taken. This results in increased
number of leads thus increasing sales.
(3) Improved customer
satisfaction
With an AI integrated CRM, you can simplify your daily tasks providing
effective customer service. It also provides valuable recommendations to
handle customers in a better way so that you can close more deals.
(4) Customer confidence
Providing great customer service and reliable information help customers
trust a brand. With AI enabled CRM, customer data is completely secured
gaining confidence of customers.
(5) Creating new applications
Integrating AI with CRM allows developing new applications with more
intuitive and easy-to-use interfaces. This results in increased conversion
rates and enhanced customer experience.
End of Lecture-2
Key use cases of AI in
CRM tools
(1) Lead Qualification
To save time and nurture the best leads while improving and
streamlining the sales cycle, AI-powered CRM tools help to automate the
lead qualification process thus maximizing your marketing investments.
(2) Analyzing emotional state of customers
during calls
Analyzing emotional state of customers is important to understand their
needs better for developing trust and building a strong relationship. AI
integrated CRM tools determine emotional state of customers during
calls using sentiment analysis.
(3) Quick content creation
Content creation is an essential marketing technique that
helps to build trust with customers, define your brand and
attract leads. Creating quality content tailored to the
interest of your target audience is challenging.
Hence, AI- powered CRM software applies natural language
processing to generate product descriptions, landing
pages, social media posts, news articles and more.
What Are AI-Based
CRMs?
AI-based CRMs are a series of AI-driven processes centralized in a way
to help you manage tens and thousands of customers efficiently. At its
core, these CRMs work on four notable principles:

#1. Machine Learning

Machine Learning (ML) is a cutting-edge technique widely used in
commercial AI. It involves training AI to behave efficiently under
changing conditions by intensely monitoring the patterns and trends
over time rather than rigid and coded instructions.
#2. Predictive Analysis
The need of the hour, predictive analysis helps with enterprise planning
and customer interactions. It empowers organizations to make data-
driven decisions, forecast sales, and allocate resources effectively at all
levels.
#3. Automation
AI-based CRMs – the term itself has AI (artificial intelligence), making
automation an integral part of the overall process. Automation, at its
best, increases the ability of the CRM to perform certain tasks with
greater speed and accuracy than humans. With the help of AI
advancements, even complex workflows can be automated and done
effortlessly.
#4. Sentiment Analysis
The best part of any AI-powered CRMs is its ability to capture, analyze,
and visualize how customers perceive products and services.
It enables customer service and sales agents to identify customer
How AI-Based CRMs Can Improve Customer
Engagement?
#1. Personalization
AI-based CRMs can help businesses personalize customer interactions
by analyzing customer data such as past purchase history, browsing
#2. Chatbots
behavior, and demographics.
AI-based CRMs use chatbots to provide instant customer support and
improve response times. Chatbots can answer frequently asked
questions, provide product recommendations, and even process simple
#3. Omnichannel Support
transactions.
AI-powered CRMs can provide seamless customer support across
multiple channels, such as email, social media, chat, and phone. This
lets customers interact with businesses on their preferred channel,
End of Lecture-3
End of Lecture-4
What is mobile
CRM?
 Mobile CRM (Customer Relationship Management) delivers a
full CRM experience on smartphones, tablets, and other
internet-enabled devices.
 It enables sales, marketing and customer service teams to
access and manage key information in real time, wherever
they are.
Why mobile CRM is
important?
 The mass migration of internet users from desktop to mobile
devices means people now expect real-time information to be
available from anywhere.
 In fact, the proportion of global internet traffic coming from mobile
devices grew from 0.7% in 2009 to 52.99% in 2017, and the
numbers continue to grow.
 A CRM needs to be able to match this growth.
 A mobile CRM allows users to access important business data no
matter where they are. In a sense, it allows them run their
business on the go.
Importance of mobile CRM for
employees
 Office employees are no longer “tied” to their desks; they’re
working on the go.
 Sales team members travel between offices and location to meet
with prospects.
 Mobile smartneed
Field agents devices allow
access users the
to schedules freedom
and to work
work orders even from
when
wherever suits
they’re not them
in the best.
office .

 Even if they aren’t in the same building, or even the same country,
departments across the organization get to access the same data,
irrespective of compatibility issues related to platforms, promoting
a more collaborative work environment.
Importance of mobile CRM for
customers
 A mobile CRM app can help ensure that your customers are
getting the best service available at all times.
 Employees have access to real-time updates and vital
information, meaning they are fully equipped to provide clients
with the reliable information they need, at speed.
 Even those who are not working directly with clients can use
mobile CRM to manage schedules, perform data analysis,
generate reports, and organize important files all in one secure
location
Benefits of mobile
CRM
1.Plan using calendar integration
2.Dial into meetings with click-to-call
3.Access and update leads, contacts and opportunities
4.Open and share files
5.Access dashboards on the go
6.Track, manage, and respond to customer service cases
7.Access to up-to-date data anytime.
 With mobile CRM software, mobile devices such as tablets and
smartphones can deliver all the classic functionality of a system
hosted on a laptop or desktop computer, but with the added
benefits of on-the-go access via cloud computing.
 In effect, users should be able to run their business from their
phone.
 Automatic updates mean that every salesperson has the benefit of
complete CRM data, analytics and customer-facing material at their
fingertips, on any device.
 The best CRMs will also be equipped with extensive security
features built in, like multi-factor authentication and VPN
What is cloud-based CRM?
Cloud-based CRM is a customer relationship management
system that depends more on an internet connection than
downloading software on-premise; it is a cloud computing setup.

What is customer relationship management like

on the cloud?
Cloud-based customer relationship management is much more
popular these days. It's easier to set up and learn to use and
requires very little-to-no servicing.
What can web-based CRM software be used for?
 They keep track of customer information and log all customer
interactions.
 They let you communicate with contacts across multiple channels.
 You can set up marketing automation and plan email marketing
campaigns.
 It streamlines the leads gained from marketing and hands them
over to sales. At this point, it helps reps manage their sales
pipelines and close more deals.
 Many cloud-based CRMs have customer support and helpdesk
software, too.
CRM in the cloud vs other tools
 The significant reasons are simplicity of setup, ease
of use, lower costs, and less updating and servicing.
 Cloud-based CRMs are accessible from any device
and are, therefore, ideal for teams who collaborate
even remotely.
 Benefits of cloud CRM
software
 Cost-effective :Cloud CRM applications aren't heavy systems you
must install and run on expensive, on-premise CRM servers and
don’t need IT specialists full-time. Those costs are built into the
cloud subscription fees.
 Easy & trouble-free installation : The CRM can help you
migrate customer information into their database in simple steps.
Often, there are tutorials or even personalized training sessions to
get your team up to speed in no time.
Ease of use & collaboration : Online CRM dashboards are designed to be
visual, intuitive, and customizable to your needs and preferences. The bonus of
doing it all on the cloud is that any workforce, no matter how remote or dispersed
over offices or locations, all have access to the same info, updated in real-time
whenever anyone changes.
Adaptive potential : Some CRMs are all-encompassing, while others are
industry-specific. The cloud advantage lets you pick the right platform but change it
up as your company pivots
Scalability advantage : CRM system must cater to a specific company's
needs and scope. However, cloud-based CRMs are light and nimbly scalable with
little time or effort. As your business needs change, you can start on a small
package and constantly add modules, users, or data capacity in lockstep.
CRM cloud solutions
comparison
Product chart Best for

Agile CRM Best cloud CRM overall

Copper Best cloud based CRM software for Google

users

SugarCRM Top cloud based CRM system for customer

support

EngageBay Great hosted CRM solution for integrations

Salesflare Great web-based CRM solution for sales

teams

HubSpot CRM Top cloud CRM for marketing automation

Salesforce Great web-based CRM solution for sales

teams

Less Annoying CRM Best cloud based CRM for ease of use
Thank you…