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Managing customer interactions
with GenAI and CRM
Many companies have sought to improve customer experiences through technology
the last few years. The focus has been on trying to make interactions more responsive
and personalized, increasing digital capabilities and self-service, and being more
predictable and efficient. Results have been mixed, with many organizations still facing
complex and manual processes, insufficient insights from data, and inconsistent
adoption of new capabilities. However, GenAI provides a renewed opportunity to
address these challenges and accelerate unprecedented change and impact.
While GenAI has potential across the
enterprise, one of the most impactful
applications will be in creating new experiences
for customers, partners, and employees across
each of the customer-impacting functional
domains. These new GenAI solutions will be
woven into the organization’s Customer
Relationship Management (CRM) ecosystem.
CRM in the context of this guide refers to all the
capabilities that touch and enable customer
interactions, including the applications, data,
orchestration, and workflow that support
Marketing, Sales, Commerce, Service, and
Customer Success functions.
MARKETING
SALES
COMMERCE
CUSTOMER SUCCESS
SERVICE
FUNCTIONAL DOMAINS IMPACTING
THE CUSTOMER JOURNEY
01 INTRODUCTION
