Artificial intelligence for customer relationship management: Impact on customer experience, engagement, value creation, and loyalty
Abstract
The integration of artificial intelligence in Customer Relationship Management systems is providing a paradigm shift on how organizations approach customer relationships and bring long term value. The emergence of AI-powered CRM tools has brought capabilities in terms of personalization, predictive analytics, and automated customer service, which the entire concept of their contribution to customer experience, value-forming and loyalty development has not completely developed yet. The literature review is based on the PRISMA approach, which aims to structure the existing studies on AI-based CRM systems, their application in various industries, technological applications, and objective customer relations based on their effects. By critically assessing the existing research in the field, this review has revealed important gaps in the conceptualization of the psychological processes of desensitizing the mind to AI-enhanced customer experiences, the ethical aspect of automated personalization, and the sustainability of AI-mediated customer relationships in the long term. The results show that the integration of AI in CRM plays a significant role in its ability to predict customer data, hyper-personalization at scales, and operational efficiency, and, at the same time, raises the issue of data privacy, bias in algorithms, and reduced human touchpoints. The review will add to the knowledge base because it summarizes new trends, sets the frames of implementation, evaluates the comparative performance of different AI methods, and offers a further direction in research which covers the technological, organizational, and social aspects of AI-driven customer relationship management in the ever-digitized market environment.
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References
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