Analysis of the role and effect of artificial intelligence in customer relationship management under the background of digital transformation

摘要

   With the deepening of digital transformation, artificial intelligence (AI) is increasingly used in customer relationship management (CRM). The purpose of this paper is to explore how AI can drive enterprises to achieve strategic advantages in the process of digital transformation by improving CRM efficiency, optimising customer experience, and enhancing customer loyalty. The application of AI in customer service, such as intelligent customer service and personalised recommendations, has significantly improved the responsiveness and accuracy of customer service. Through big data analysis, AI helps enterprises to deeply explore customer needs, provide personalised services and precise marketing strategies, and enhance customer satisfaction and loyalty.