INTEGRATING ARTIFICIAL INTELLIGENCE INTO CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS IN THE CONTEXT OF DIGITAL TRANSFORMATION

Abstract: This research aims to highlight the pivotal role of integrating Artificial Intelligence (AI) into the three Customer Relationship Management (CRM) systems—Analytical, Collaborative, and Operational—within the digital environment. This is achieved by first presenting the concept of Customer Relationship Management and its various systems, followed by a conceptual framework of Artificial Intelligence and its key characteristics, and finally providing a concise overview of the integration of AI into CRM systems. The study reached several key findings. Most notably, CRM systems complement one another in data processing. Collaborative CRM provides an opportunity to collect accurate customer data, enabling organizations to predict customers' needs and expectations. Analytical CRM stores and analyzes the data generated through Collaborative and Operational CRM in order to extract valuable insights, upon which Operational CRM proposes the right offer at the right time through the appropriate communication channel. Furthermore, AI applications enable organizations to optimize the use of data and knowledge to better understand customers. The integration of AI has led to the emergence of Intelligent Customer Relationship Management (Intelligent CRM), supported by a range of solutions and software capable of automating the entire customer relationship process, including personalized marketing activities and the customization of products and services to meet individual customer requirements. Keywords: Artificial Intelligence, Analytical Customer Relationship Management, Collaborative Customer Relationship Management, Operational Customer Relationship Management, Intelligent Customer Relationship Management.