Essential Guide

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Editor's note

Today's CRM systems do much more than help companies store customer data and manage leads; these platforms provide sentiment analysis, supply data analysis and deliver hyper-personalized customer experiences thanks in part to artificial intelligence technologies.

With a boost from the AI tools that make CRM systems more effective, worldwide CRM software revenue overtook that of database management systems in 2017, making it the largest of all the software markets and the fastest growing, according to Gartner.

From marketing to sales and customer service, the industry is full of CRM case studies highlighting how chatbots and virtual assistants help businesses improve the customer journey. It's not just AI, though; companies are using data mining and personalization technology and overhauling their customer service channels to better interact with customers.

Use of social media monitoring tools is on the rise, as well, with 37% of the 369 North American respondents to the TechTarget 2018 IT Priorities survey indicating planned investments. That's compared to 13% in 2017.

The CRM case studies and features in this guide offer insights from marketing, sales and customer service professionals who have implemented AI and today's leading technologies into their customer experience management strategies.

1Making the sale with AI and data mining

Companies are turning to every available tool to avoid falling victim to the retail apocalypse. Yet problems arise when retailers try to be everywhere rather than focusing on the most important place in the customer journey.

In this section, read CRM case studies with tips for retail sales success, see customer data mining pitfalls to avoid, and learn how AI has helped companies evolve their CRM efforts to improve responsiveness and increase sales.

2Enhancing the customer experience

As CRM tools evolve, so do the opportunities to improve customer engagement and streamline customer service tasks.

In the CRM case studies and features in this section, experts explain how responding to customers on social media can pay off, share what you need to have in your call centers to enhance customer service, and detail how a multichannel customer engagement approach can replace customer loyalty programs.