|Abstract:||Customer is the most important part of the sales process, because without the buyer there is no sale and without the sale there is no profit. Customer relationship management, abbreviated CRM has been and will remain one of the most important concepts in sales. Over the years, the sales process has changed, and with it, customer requirements and expectations have changed too. Due to the growing demands of customers, large amounts of data and more and more work, the first CRM systems were created.
The first part of the diploma thesis will describe in more detail the entire field of customer relationship management. The functionalities, types, advantages and disadvantages, as well as the goals and trends of CRM solutions will be described. In recent years, cloud-based CRM, through which we connect via an Internet connection, has become increasingly common. Cloud-based systems make it faster, easier, and cheaper to adapt to change. This makes them easier to integrate with other applications as well.
The second part will describe the integration of CRM with the AI. AI or artificial intelligence means the ability to mimic human reactions, actions and emotions with the help of machines, robots and computers. The AI upgrades CRM systems with its advanced features such as: machine learning, deep learning, process automation, sales and successful business forecasts, customized chats, natural language processing, machine vision, emotional analytics and many more.
At the end of the thesis we will present Salesforce, a global and leading CRM platform used by more than 150,000 companies worldwide. It’s a system, with standalone cloud-based sales apps, so we can easily integrate them with external apps like email and social media. One of Salesforce’s most influential solutions is Einstein. Salesforce Einstein has a positive impact on the areas of marketing, sales and customer service. We will describe its capabilities and present the benefits that the solution represents for different companies. It is one example of artificial intelligence integrated with a CRM system.|