Exploring the Relationship Between CRM Tools, AI, and Big Data: A Systematic Review

Abstract

In an increasingly digital and competitive world, CRM, Social CRM, AI and Big Data have become true allies for organizations that want to stand out. These technologies not only make it possible to better understand and anticipate customer behaviour and needs, but also enable personalization, enhancing interaction and the relationship with the consumer in a unique way. In addition, large scale data col lection, storage, processing, and analysis provide powerful insights, enabling organizations to make more informed and assertive decisions. Understanding the data collected, coupled with a customer centric approach, can lead to competitive advantage and improved performance. In this way, business performance success is addressed. Having as relevant factors: boosting the relationship with customers, strengthening the organization’s position in the market, and achieving better results. CRM enhances the capability to earn customers loyalty, maximizing the potential of business. CRM can be the key-element to building lasting relationships with customers and the success of the organization.