Integrating Electronic Customer Relationship Management and Artificial Intelligence

Abstract

This chapter aims to provide a theoretical foundation that integrates electronic customer relationship management (e-CRM) and artificial intelligence (AI) in marketing, specifically, marketing intelligence (MI) concepts, values, tools, and practices in the service industry. This chapter employs a critical review of relevant literature on e-CRM and marketing intelligence. Based on the reviewed sources, AI is transforming CRM systems, as evidenced by the latest software. Traditionally, these systems required significant human involvement. However, with the integration of AI, CRM systems are becoming self-updating and auto-correcting, ensuring that relationship management is effectively managed with minimal manual intervention. The outcomes of the chapter are to develop a better understanding that bridges the gap in integrating e-CRM and MI. Additionally, this chapter provides knowledge-based evidence to empower an integrated approach of e-CRM and MI practices in the service industry. It reveals best practices for executives, marketers, and policymakers e-CRM and MI integration