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The use of artificial intelligence in customer relationship management

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Authors
Laaksonen, Aatu
Date
2020
Discipline
TietojärjestelmätiedeInformation Systems Science
Copyright
This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.

 
Tässä kandidaatintutkielmassa tutkitaan tapoja, joilla tekoälyä hyödynnetään asiakkuudenhallinnassa. Tekoäly on viime vuosina kasvattanut suosiotaan merkittävästi, jonka vaikutuksena se on kehittynyt entisestään hyödyllisemmäksi teknologiaksi. Tekoälyn käyttö kasvaa jatkuvasti, ja asiakkuudenhallinta on yksi ajankohtaisista alueista, johon tätä merkittävää teknologiaa hyödynnetään. Tämän tutkielman tarkoitus on vastata kysymyksiin miksi, ja miten tekoälyä käytetään asiakkuudenhallinnassa. Sen lisäksi tutkielma tarkastelee aiheeseen kriittisesti liittyvää yritystä nimeltään Salesforce ja sen tarjoamaa tekoälyä, Einsteinia. Tutkielma on toteutettu kirjallisuuskatsauksena. Tutkielman tuloksena löydettiin, että tekoälyä hyödynnetään kaikissa asiakkuudenhallinnan tarjoamissa alueissa. Tutkielmassa keskityttiin neljään eri alueeseen, jotka olivat myynti, markkinointi, analytiikka ja kaupankäynti. Jokaisella alueella tekoäly pystyy tarjoamaan merkittävän hyödyn käyttäjälle lisäten tehokkuutta, voittomarginaalia, sekä helppokäyttöisyyttä. ...
 
This bachelor’s thesis examines the ways that artificial intelligence (AI) is used in customer relationship management (CRM). Artificial intelligence has increased its reputation in recent years causing it to evolve into an even more useful technology. The use of AI grows constantly, and customer relationship management is one of the more relevant areas that takes an advantage of this powerful technology. This thesis aims to answer questions why and how AI is used in CRM. furthermore, this thesis examines a crucially relevant company, Salesforce and an artificial intelligence developed by them called Einstein. This thesis is conducted as a literature review. The results of this thesis point out that artificial intelligence is used in all the areas offered by CRM. This thesis focuses on four areas of CRM being sales, marketing, analytics and commerce. In every area artificial intelligence can offer a significant benefit to the user increasing efficiency, profit margin and user-friendliness. ...
 
Keywords
Salesforce asiakkuudenhallinta tekoäly customer relationship management artificial intelligence
URI

http://urn.fi/URN:NBN:fi:jyu-202002062004

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  • Kandidaatintutkielmat [4011]

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