Английски език
This book explores the integration of Artificial Intelligence (AI) into Customer Relationship Management (CRM) to enhance organizational performance, customer loyalty, and marketing efficiency. It begins by defining CRM and its strategic, operational, analytical, and collaborative forms, emphasizing the value of long-term customer relationships. The book examines how AI revolutionizes CRM through predictive analytics, personalized interactions, customer segmentation, sentiment analysis, and journey mapping. It discusses digital marketing trends and the behavior of modern digital consumers, especially younger generations, in an AI-driven marketplace. Tools like machine learning, chatbots, and data analytics improve customer targeting, satisfaction, and retention. Strategies for reducing customer churn and reactivating lost clients are detailed, supported by key performance indicators. The book highlights how AI transforms traditional CRM into a dynamic, data-driven approach that fosters trust, value creation, and competitive advantage.
