Leveraging Artificial Intelligence (AI) in E-CRM To Improve Customer Interactions and Brand Voice

Abstract

Artificial intelligence based electronic customer relationship management (AI-ECRM) is considered a crucial tool to understand the customers of an organization more systematically by detecting, satisfying, and retaining the best customers. The study aims to explore the implication of leveraging AI-ECRM on customer interaction dynamics and an organization's brand voice. A survey-based study was conducted in UAE and customers and employers were targeted. A total of 500 responses were obtained from the customer and 250 responses were obtained from the employers. For statistical analysis, SPSS software 2023 was utilized for the result. Correlation, regression, and chi-square tests were run to find the association. The overall result revealed that there was a positive association between AI-ECRM with customer interaction and brand voice. A P-value of 0.000 was obtained, showing a strong association between the variables. The hypothesis tested throughout our research consistently demonstrated positive association underscoring the pivotal role played by AI-ECRM in shaping and enhancing customer experience. Firstly, our finding affirms that the integration of AI-ECRM systems significantly improves customer interaction, thereby laying the foundation for a positive customer experience. This positive interaction acts as a catalyst for fostering greater customer satisfaction and subsequently nurturing customer loyalty. Furthermore, our investigation extends beyond the customer-centric sphere to highlight the broader implications for organizations' brand voice. The positive influence of AI-ECRM on an organization's brand voice is a critical revelation as it not only ensures consistency across channels but also elevates brand perception metrics.