Overview

In a context where artificial intelligence (AI) is profoundly transforming customer relationship management (CRM), this book offers a rigorous and accessible exploration of this evolution. It first traces the traditional foundations of CRM before analyzing the revolutionary impact of AI: automation, predictive analysis, massive data processing and large-scale personalization via chatbots and virtual assistants. Particular attention is paid to call centers, where AI optimizes workflows and enhances the customer experience. The book also highlights the concrete benefits for managers, identifying the types of AI suited to different sectors (finance, retail, services) and the managerial postures to adopt. Finally, it stresses the need to humanize the customer experience despite automation, by integrating technological solutions in an ethical and empathetic way. An essential guide to understanding and integrating AI into strategic and human CRM.

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