Implementing AI-driven Customer Relationship Management (CRM) systems: Enhancing customer experience in the retail industry of Thailand

Abstract

This research explores the impact of AI-driven Customer Relationship Management (CRM) systems on enhancing customer experience in Thailand's retail industry. However, quantitative data analysis was conducted to focus on the 'how' of AI technologies, such as chatbots, predictive analytics, and personalized marketing, to improve customer satisfaction, retention, and sales conversion rates. It also denotes from the analysis of customer transaction data, CRM interaction logs, and sales performance metrics that there has been a very significant improvement in operational efficiency and customer loyalty. The findings have shown that chatbots reduce response time and increase first-contact resolution rates; predictive analytics improve customer retention with accurate identification of at-risk customers; and a 30% increase in sales conversion through personalized marketing. These findings present a significant positive relationship between AI-CRM implementation and improved business performance, showing just how important AI can be in driving customer engagement and operational success for retailers. This empirical research supports the idea that AI-powered CRM systems have become imperative for maintaining competitive advantage by retailers within an increasingly digital marketplace.