Generative AI for CRM: Marketing, Sales, Customer Service

Generative AI can become a customer service agent's assistant, colleague and coach, enhancing their capabilities at every level.

Advances in generative AI will transform the role of customer advisors and their ecosystem, combining the roles of supervisor, coach, colleague and assistant. Agents will see their capabilities enhanced at all levels to improve sales, operational efficiency and customer satisfaction. 

Generative AI use cases for Marketing and Sales: 

• Generation of marketing and sales emails 
• Sales action recommendations 
• Generation of action recommendations based on customer emotions 
• Generation of mobile briefings 

Generative AI use cases for Remote Customer Relations and Customer Service:

• Call report generation 
• Report generation for asynchronous interactions or digital channels (e.g. email, chat, messaging) 
• Generation of customer request summaries in CRM 
• Generation of explanations of causes of customer dissatisfaction 
• Document analysis 
• Image recognition 
• Multilingual customer service 
• Generation of answers to customer questions (e.g. chatbot, voicebot) 

Generative AI use cases for upgrading agent skills:

• Knowledge base search 
• Generation of knowledge base articles and FAQs 
• Coaching agents to improve quality 
• Simulation of customer interactions, to accelerate skills development 

Sia Partners has developed expertise in the challenges faced by Customer Relations Centers (CRCs) and the management of CRC activity and performance. Depending on your needs, our consultants can support you at every stage of your WFM project.  

From the earliest stages of your project:  

• Flash diagnosis of your Data and AI maturity level for Customer Relations. 
• COMEX alignment on the vision and use cases for Data and AI, including generative AI. 
• Definition of your target operating model and co-construction of the generative AI roadmap: organization, processes, tools and governance at local and central level. 

During the design phase:  

• Design optimized target customer journey and relational model between self-care, treatment by generative AI bots or human agents.  
• Specification of the AI business requirements of your Marketing, Digital, Sales and Customer Service teams, functional and application mapping and preparation of a call for tenders.  
• Selection of the model or technical solution best suited to your business needs and organizational, data and IS constraints.  

Throughout the development and implementation of the target operational model:  

• Development of customized Data models and products for your needs by our Data Scientists and Machine Learning Engineers. 
• Project management for the transformation of the target operational model, coordinating your Business, Data and IS teams.  
• Change management, acculturation and training of teams to secure adoption and the value generated by Data and AI use cases.