7 key trends to watch in the CRM innovation frontier in 2020 – artificial intelligence and AI
What is the current direction of CRM software? What CRM trends should you be aware of so that you can be at the forefront of innovation rather than lagging behind?
CRM is a space where competition is constantly evolving. Everyone is talking about delivering the best customer experience, CRM strategies and solutions, and the important role CRM plays in driving the company forward as market demand increases. So, how does your organization know which shiny new objects are worth pursuing? The reason for this pinpoint is largely due to one of the hottest CRM customer relationship management trends: artificial intelligence.
According to authoritative research, artificial intelligence is moving towards significant growth. Respondents to the 2019 State of Marketing report said their AI use cases will grow 257% over the next two years.
The areas where the greatest expansion is expected are:
Customer segmentation and similar data modeling (277% increase)
Programmatic advertising and media buying (up 269%)
Personalized channel experiences (266% growth)
The possibilities for applying AI in CRM are almost limitless, and the market is huge; According to Infoholic Research, the market will be worth $73 billion by 2020.
The following are the trends in the development of AI:
First, automation improves efficiency
AI is a tool that companies can use to manage their relationships with customers more effectively. He explained that AI will be able to "create a personalized service" through machine learning that discovers the main needs and needs of sellers.
One of the biggest benefits of AI is its ability to take over tedious and time-consuming manual tasks. The ultimate goal is to use robotic automation to increase productivity.
AI will help, but it won't be assumed that AI will make great strides in improving current capabilities: answering basic customer questions. So while AI is already getting better and better, it won't replace humans in the next few years.
In fact, AI truly enhances the ability of serving healthcare organizations or businesses to help customers. It generates profiles by analyzing customer data, such as past phone calls and purchase patterns, to give healthcare organizations a better understanding of customers. This allows agents to provide more personalized interactions.
With enough data points to parse, AI applications can even predict what questions customers will ask next, or suggest what customers will call back so that service reps can proactively address them.
Second, voice human-computer interaction
AI also supports conversational features such as chatbots and voice assistants. Chatbots mainly help customers with services. This ranges from helping users find answers to directing prospects or customers to the right place in their search.
Going forward, AI has great potential to go beyond basic queries. "In the coming years, chatbots will likely use natural language processing, deep neural networks, and conversational capabilities to understand consumers' queries while automatically providing appropriate responses,"
Natural language processing (NLP) is a feature that enables computers to effectively communicate with customers by understanding human language. There are several ways NLP works in customer service:
Determine which requests are the highest priority
Categorize these requests so that business representatives know what's most urgent or important and can respond accordingly
Analyze customer emails to better understand their sentiment
With products like Alexa, voice assistants are not a new concept. Their popularity is undeniable. A report released by Microsoft in 2019 found that 72% of respondents used digital assistants for voice search in the past six months.
In the CRM world, some systems already have voice assistant capabilities, thinking that in the future there will be advanced tools that will allow "CRM users to command their commands instead of manually entering the requested information." ”
AI will also enable operations such as recording voice conferences, creating transcripts, and identifying topics or words with specific meanings.
Third, predictive analysis functions and data intelligence
Artificial intelligence brings you predictive analytics capabilities and data intelligence. AI enhances forecasting and leverages the vast amounts of data stored in CRM to drive improved business outcomes. Examples include segmenting customers based on certain factors and showcasing popular products, Hyken said.
AI can also identify patterns in user behavior to increase sales opportunities.
Chan explains, "AI-based analytics can help sales reps easily respond to market dynamics by understanding customer preferences, sentiment, and many other buying triggers in real time. "These insights can transform sales reps from solution-relevant sales to insight-related sales."
AI as support, not a silver bullet, like any trend, has drawbacks. AI can negatively impact the customer experience.
"Companies became obsessed with technology, and as a result, they got excited about technology and thought it was the answer," he said. "What actually ends up happening is that technology has brought the customer to the point where the connection between the customer and the company leads to the customer wanting to come back again."
Despite a lot of hype around AI, CRM is a space where competition is constantly evolving. The ultimate goal of CRM+AI is to provide the best customer experience, and technology becomes the catalyst to achieve the ultimate goal: serving customers. As a service industry with basic needs, the medical industry needs to liberate complex and repetitive medical work, and intelligent service robot robots can also eliminate the tension of patients, so that patients can experience medical services in the pleasure of high-tech and return satisfied. #Hospital CRM# #医院CRM #
