Adopting AI for CRM can increase profits and enhance employee productivity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 28, 2019, 4:20 PM UTC

A 2018 Forbes Insight Study found that only 13% of marketers trusted their customer data could be used effectively.

This piece argues that adopting AI for CRM will reduce errors, while also allowing sales representatives to spend more time on prospecting and closing deals. A Salesforce study found that 91% of CRM data is incomplete and annually, around 70% of that data decays. Companies can use AI to analyse this data to bring out actionable insights efficiently.

The technology can open up new revenue opportunities while simultaneously optimising human productivity and increasing employee satisfaction. Organisations should, however, allow AI time to train algorithms with CRM data. With AI reducing manual work, employees can focus on more complex and creative tasks. 

Organisations need to educate employees about their misgivings about AI. The should also assuage them that AI is designed to improve human efficiency and productivity. 

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