TREN IMPLEMENTASI CUSTOMER RELATIONSHIP MANAGEMENT BERBASIS ARTIFICIAL INTELLIGENCE

Authors

  • Muhammad Shofiudin Universitas Islam Negeri Sunan Ampel Surabaya
  • Tiara Melati Putri Wiryawanto Universitas Islam Negeri Sunan Ampel Surabaya
  • Zuyyina Hawani Universitas Islam Negeri Sunan Ampel Surabaya
  • Faris Muslihul Amin Universitas Islam Negeri Sunan Ampel Surabaya

DOI:

https://doi.org/10.30656/jsii.v11i1.8282

Abstract

CRM (Customer Relationship Management) merupakan alat yang sangat penting bagi organiasasi untuk menjaga hubungan baik dengan pelanggan. Disisi lain perkembangan teknologi AI (Artificial Intelligence) telah berkembang sangat pesat. Integrasi keduanya dianggap sebagai solusi dalam menghadapi tantangan menghadapi perkembangan bisnis. Tujuan dari penelitian ini adalah mengidentifikasi tren penerapan AI pada CRM di berbagai sektor bisnis. Pendekatan yang digunakan dalam penelitian adalah literature review untuk menganalisis tren implementasi AI pada CRM. Hasil penelitian ini menujukkan bahwa tren implementasi AI pada CRM sebagian besar dimanfaatkan untuk menunjang kebutuhan dalam pelayanan customer service atau call center. AI juga diterapkan untuk menentukan strategi pemasaran yang lebih baik dengan menginterpretasi data yang telah diperoleh.

 

Kata kunci: CRM (Customer Relationship Management), AI (Artificial Intelligence), Tren Implementasi, Bisnis

 

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Published

2024-03-18

Issue

Vol. 11 No. 1 (2024)

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