Understanding Customer Perspectives on AI Integration in CRM Systems and its Effect on User Experience and Engagement

9.12.2024
Master Thesis
noviaskyllov

Transforming Customer Relationships with AI: Insights from My Thesis

The digital age has introduced unprecedented opportunities for businesses to connect with their customers, and Artificial Intelligence (AI) is at the heart of this revolution. My thesis, "Understanding Customer Perspectives on AI Integration in CRM Systems and its Effect on User Experience and Engagement," explores how AI reshapes customer interactions, focusing on its impact on satisfaction and engagement.

What’s the Buzz About AI in CRM?

AI technologies—like machine learning and predictive analytics—are no longer futuristic concepts but practical tools revolutionizing Customer Relationship Management (CRM). They enable businesses to predict customer needs, offer personalized experiences, and make real-

time adjustments. But how do customers feel about these technological shifts? My research delves into the consumer side of this story, offering insights into their perspectives and concerns.

Key Themes from the Study

  1. Personalized Customer Journeys: AI in CRM systems enables hyper-personalization, making each customer feel uniquely valued. It’s no longer about broad segments but tailored experiences.
  2. Simplicity Drives Engagement: People prefer AI systems that are intuitive and easy to use. The smoother the interaction, the stronger the engagement.
  3. Trust is Non-Negotiable: While AI can automate many processes, customers value transparency and ethical practices. Ensuring data privacy is a must for fostering trust.

Research Highlights

Using a quantitative approach, my study analyzed responses from 376 participants. Guided by the Technology Acceptance Model (TAM), key variables like Perceived Usefulness, Ease of Use, and Engagement were examined. Advanced statistical methods, including regression analysis, revealed clear correlations, such as the strong positive influence of perceived usefulness on customer satisfaction.

Practical and Theoretical Impact

  • For Businesses: This study underscores the importance of aligning AI systems with customer preferences to boost engagement. Intuitive design, ethical data use, and transparency should be prioritized to build trust.
  • For Researchers: The findings extend existing knowledge on TAM by applying it in the context of AI-driven CRM systems, offering a fresh perspective on technology acceptance.

The Road Ahead

AI in CRM is not just about technology; it’s about balancing innovation with human-centric values. Future studies can explore:

  •  Long-term effects of AI on customer relationships.
  • Cross-industry comparisons to uncover sector-specific insights.

Why This Matters

In a world where customer loyalty is increasingly hard to earn, businesses that effectively harness AI in CRM stand out. This research provides a roadmap for companies to refine their strategies and for academics to deepen their understanding of this transformative technology.

AI is not just a tool; it’s the bridge between businesses and their customers, redefining relationships for the better. My thesis celebrates this evolution and calls for mindful innovation as we embrace this exciting frontier.

References

  • Abrokwah-Larbi, K. (2024). An empirical investigation of the impact of marketing analytics capability on SME performance: a resource-based view approach. Asia-Pacific Journal of Business Administration. https://doi.org/10.1108/APJBA-04-2023-0171
  • Bauer, C., Galvan, J. M., Hancock, T., Hunter, G. K., Nelson, C. A., Riley, J., & Tanner, E. C. (2024). Integrating technology within the sales-service ecosystem: the emergent sales techno-ecosystem. European Journal of Marketing, 58(3), 782–811. https://doi.org/10.1108/EJM-04-2023-0221
  • Ganesh, J., Reynolds, K. E., Luckett, M., & Pomirleanu, N. (2010). Online Shopper Motivations, and e-Store Attributes: An Examination of Online Patronage Behavior and Shopper   Typologies.      Journal             of                                                   Retailing,      86(1),   106–115. https://doi.org/10.1016/j.jretai.2010.01.003
  • Han, R., Lam, H. K. S., Zhan, Y., Wang, Y., Dwivedi, Y. K., & Tan, K. H. (2021). Artificial intelligence in business-to-business marketing: a bibliometric analysis of current research status, development and future directions. Industrial Management and Data Systems, 121(12), 2467–2497. https://doi.org/10.1108/IMDS-05-2021-0300
  • Nair, K., & Gupta, R. (2020). Application of AI technology in modern digital marketing environment. World Journal of Entrepreneurship, Management and Sustainable Development, 17(3), 318–328. https://doi.org/10.1108/WJEMSD-08-2020-0099
  •  Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275
  • Wengler, S., Hildmann, G., & Vossebein, U. (2020). Digital transformation in sales as an evolving process. Journal of Business and Industrial Marketing, 36(4), 599–614. https://doi.org/10.1108/JBIM-03-2020-0124

Short biography of Author:

Noor Ul Huda is a versatile professional with experience in marketing, business development, and project management across international markets. Holding an MBA in Digital Business and Management, Noor has successfully driven brand growth, enhanced client engagement, and led community development initiatives. Fluent in English, and Urdu, and equipped with a Hygiene Pass, Noor combines strong communication skills with expertise in business intelligence and project management to deliver impactful results. Currently based in Finland, Noor is eager to contribute to dynamic organizations.

Skribent:
Noor Ul Huda
Nyckelord:
Master thesis, Master of Business Administration, MBA, Digital Business and Management

In this blog you'll read posts from students studying for Master of Business Administration, Digital Business and Management, MBA. The writers are responsible for the content and opinions in the blog text.

Digital Business and Management, MBA

Disclaimer: The author(s) are responsible for the facts, any possible omissions, and the accuracy of the content in the blog.The texts have undergone a review, however, the opinions expressed are those of the author and do not necessarily reflect the views of Novia University of Applied Sciences. 

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