Revolutionising Customer Relationships with AI-Powered CRM

Anybody whose work is related to dealing with clients has heard of Customer Relationship Management (CRM). If you are lucky, you are even using one – they are very useful and powerful tools when it comes to managing your company’s interactions and activities with current and potential customers. They have one goal: to manage and improve relationships with the aim of growing and expanding your business.

Using Artificial Intelligence (AI) to upgrade CRM tools is taking the optimisation processes for interactions and customer loyalty to the next level. Not only will AI change how companies  handle customer relationships, but it will also help us in many other business aspects. These new CRM systems allow us to better know our customers, chat with them more easily, and keep them more informed – and, in the best-case scenario, happier.

This article will explore how AI is affecting our client relationships and what this means for our everyday work in managing these relations.

Table of contents

1. Understanding CRM and the role of AI
2. Benefits of AI-powered CRM tools
3. Things to keep in mind when using AI in CRM
4. Enhancing collaboration with Digital Samba's AI-powered video conferencing
5. Conclusion

Understanding CRM and the role of AI

At a time when brands and businesses increasingly fight for attention, and even more so for purchases and clients, it is essential to have excellent customer service. If you have a favourite store where you walk in and feel like the staff truly understands your preferences, remembers your usual order, or suggests products that perfectly match your interests, then you know what we are talking about. That’s the essence of excellent customer service, and guess what? Businesses can achieve that same level of personalisation with a little help from technology. That’s where CRM comes in.

CRM stands for Customer Relationship Management. It’s a way for businesses to keep track of everything about their customers. A CRM tool records customers’ names, saves all previous communications and interactions, tracks what they usually buy, and maybe even notes their birthdays!

Now, let’s talk about artificial intelligence (AI). AI systems are designed to simulate human-like intelligence, learning from data and experiences to perform tasks that typically require human cognitive abilities. Unlike traditional computer programs that follow fixed rules, AI can adapt, recognise patterns, and make decisions with minimal human intervention. AI’s power lies in its ability to process and analyse vast amounts of complex data, identify insights, and even predict outcomes in ways that go beyond traditional computing. AI can also bring lifelike interactions to CRM through features like a realistic avatar maker, which enables companies to create virtual agents that mimic human presence, adding a new layer of personalization to client communications.

Integrating CRM systems with AI creates a powerful synergy, leading to a transformative shift in the sales industry. This combination enhances a company’s ability to understand, predict, and respond to customer needs with unprecedented precision and efficiency.

According to Forbes, by utilising AI's capabilities, businesses can achieve unmatched levels of efficiency, personalisation, and predictive accuracy, gaining valuable time to focus on tasks that require a human touch, namely one-on-one customer interactions. As AI-driven CRM platforms evolve, they promise to unlock new opportunities for sales professionals in a hyper-competitive and oversaturated sales market.

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Benefits of AI-powered CRM tools

Building and maintaining strong customer relationships is crucial for any business, but it becomes complex as your customer base grows. AI-based CRM systems can help you enhance these relationships and provide even better service. Here are a few examples of how AI can elevate your customer relations:

• Create more personalised interactions: In sales, you must always stay top-of-mind with prospects or clients, keeping different stages of the funnel in mind. AI can help create personalised content such as texts or messages quickly, without error, and in different languages. Next-gen CRMs already have this type of artificial intelligence integrated into their software.
• Utilise intelligent automation: A report by McKinsey & Co, Sales Automation: The Key to Boosting Revenue and Reducing Costs, claims that one-third of sales activities can be fully automated. This means you’ll have more time to personally deal with your clients. The report further states that companies using automation “consistently report increases in customer-facing time, higher customer satisfaction, efficiency improvements of 10 to 15 percent, and a sales uplift potential of up to 10 percent."

• Use predictive analytics and data-driven decision-making: AI can process vast amounts of data quickly, identifying patterns, reporting glitches, and spotting mistakes. These insights can help you decide which type of communication works best with which client or how many touchpoints are needed to close a deal.
• Enable better forecasting and planning: Since AI can gather and compare data from your business activities and market trends, it can develop the best possible business and sales strategy for your company.

Things to keep in mind when using AI in CRM

As with any new technology, AI needs a human hand to guide and monitor its performance. We should not blindly trust the work AI produces. Even when an AI-generated email is personalised to meet a client’s needs, it’s important to read it first to ensure it makes sense and adjust the tone to match the voice of the salesperson or sender.

Here are some considerations when using AI for customer relationship management:

Enhancing collaboration with Digital Samba's AI-powered video conferencing

A new opportunity that AI brings is easier collaboration, not only between salesperson and client but also within an organisation. To take your customer experience and service to the next level or to enable your employees to communicate seamlessly when working from home, offering an integrated video conferencing experience is key. Nowadays, it’s easy to add a video call option to your website, application, or CRM via API.

The most revolutionary part of the inclusion of video call functionality into your tool is that you no longer have to send your clients or coworkers to external platforms like Zoom or Teams. Everyone stays on your platform or in your CRM, and everything happens right there on the spot.

Tools like Digital Samba are not just average video conferencing platforms; they are AI-powered solutions that turn meetings into productive sessions and client calls into personalised and memorable experiences. Thanks to AI, Digital Samba goes beyond just high-quality audio and video – our AI features act like a conductor for your call, ensuring everyone is heard clearly, and the conversation flows effortlessly.

For example, if you have a team member with a hearing problem or your client is stuck in a noisy spot, our real-time AI captioning will provide accurate and instantaneous subtitles. And one of the most useful features for us is the note-taking function; our AI captures key points and action items so you can focus on the discussion. You can get accurate meeting summaries from our summary AI, too!

Also, we take privacy seriously. All our AI activities happen on our servers in Europe, ensuring GDPR compliance. We don’t use outside companies or send your data to the US, as some other video call services do. We also follow all the strict EU privacy rules.

Digital Samba isn’t just about easier video calls. We are about better collaboration and client engagement, about transforming and modernising communication using powerful tools. And we would like to invite you to test our product free of charge to experience the capabilities of a video call integration.

Conclusion

The new AI-powered CRM systems will revolutionise your customer connections – we just need to adapt to them and learn how to use them. While these intelligent tools analyse data to understand customers on a deeper level, you can focus on crafting personalised marketing campaigns that truly resonate and streamline your support processes for a smoother experience. The result? Stronger customer relationships, happier clients, and a thriving business.

The only thing your AI-powered CRM may be missing is an AI-powered video conferencing tool to build real virtual relationships with your customers. That’s why we strongly recommend testing Digital Samba: no external tools needed, no installation, only a meeting link that leads to a browser-based, high-quality video meeting. Embed crystal-clear, secure video conferencing directly into your apps and websites with our easy-to-use SDK and API.

Sign up for your free account today and enjoy a credit of 10,000 free minutes monthly to put the power of AI-powered video conferencing to the test.