The integration of artificial intelligence (AI) in Customer Relationship Management (CRM) systems is revolutionizing how businesses interact with their customers, leading to more efficient eCommerce platforms.
The latest study from software development company Wezom supports this interaction, showing that AI-enhanced CRM solutions boost the performance of eCommerce websites.
The research reveals that AI’s use in CRMs can significantly enhance eCommerce operations through automation. Wezom credits this trend to AI’s ability to make decisions faster and more accurately compared to business analysts.
Wezom’s analysis shows that the biggest strength of AI-enhanced CRM lies in its efficiency, which it achieves by organizing lead management, tracking actions, and automating communication.
These innovations reshape how businesses manage customer relationships and streamline operations in the digital marketplace in several ways:
- Customer service process automation: AI-powered chatbots and virtual assistants can handle customer inquiries and provide instant responses, resolving issues without human intervention.
- Customer data analysis: AI can provide users with personalized recommendations and offers.
- Predictive analysis: AI can forecast consumer behaviors, such as future purchases or responses to marketing campaigns, allowing businesses to take a proactive stance when addressing customer needs.
Serge Guzenko, the CEO of the company with 25 years of experience in eCommerce projects, told DesignRush that while ready-made solutions were once sufficient for companies, the landscape shifted in 2024.
Nowadays, most companies require software customization to tailor their workflows and maximize their business potential.
Salesforce in Spotlight
Wezom conducted an in-depth analysis on Salesforce, a platform widely considered the #1 CRM in the world dominantly used in eCommerce.
It’s a robust cloud-based CRM and marketing automation platform designed to enhance the management of sales, marketing, and customer service operations.
Salesforce benefits from a partnership with OpenAI, utilizing generative AI technology and Einstein Copilot for superior personalization and analysis.
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Wezom identifies three of Salesforce’s key advantages, including:
- Easy Integration: Seamlessly integrates with other e-commerce systems like eBay, Spotify, and Amazon
- Operational Efficiency: Streamlines management of sales channels, inventories, and customer data
- Cost: License pricing starts from $25 per month
To provide a comparative measure, the analysis also extends to two of Salesforce’s competitors.
HubSpot, a comprehensive CRM, offers an intuitive user interface (UI) with customizable features. A base version is available for free, with additional tools being offered for $18 per month.
Meanwhile, Zoho CRM is a good option for small to medium-sized businesses. With a basic version that costs $20 per month, it offers clients centralized data collection, automated scheduling, and multi-channel sales, among other features.
DesignRush had the chance to interview Zoho’s Developer Evangelist Tejas Gadhia about why the company chose to focus on developing its platform over marketing to succeed in the SaaS industry.
Check the interview to get more insights on how you can similarly grow your business.
AI Applications Across CRM Processes
Wezom identifies how these applications for integrating AI across a CRM system can impact the different departments in your company:
- In sales, AI can forecast demand and sales levels, as well as customize recommendations for each buyer, and analyze employee statistics.
- AI in marketing can develop and optimize strategies. It can provide suggestions for campaign launch times, the best communication channels, and which types of content can maximize engagement.
- Customer support, on the other hand, benefits from AI by letting customers communicate with automated chatbots (virtual assistants) that can accurately analyze tones during phone conversations.
- AI assists in lead management by converting leads into potential customers through cost calculation and task automation.
What AI Can Do for Your eCommerce Business?
Wezom studied multiple successful real-world integrations, compiling a list of instances in which AI was able to streamline CRM practices on eCommerce platforms.
Companies that adopted AI reported a seamless transition to the new system within a month, with no downtime or loss of data.
In a similar effort, Wezom recently developed a new digital ecosystem for renowned air conditioners manufacturer Cooper&Hunter, demonstrating how custom solutions can drive business growth and improve customer engagement.
AI integration yielded a 15% increase in repeat sales and customer retention shortly after the integration period, showing an all-around improvement in many aspects, including:
- Enhanced engagement
- Increased sales through targeted offers
- Reduced manual errors
By automating tasks, analyzing customers, and forecasting future trends, eCommerce platforms that switch to an AI-powered CRM can receive precise solutions within seconds.
There are various types of AI, and it’s best to familiarize yourself with them if you’re considering integrating them into your eCommerce platform.
Finding the right tech partner to customize your app or website is key to ensuring you maximize the benefits that AI has to offer for your business.
Editing by Katherine 'Makkie' Maclang
