The world of Customer Relationship Management (CRM) and Customer Experience (CX) is undergoing a remarkable transformation driven by artificial intelligence (AI). At the Sybit Expert Talk Switzerland on January 30, 2024, René Meier and Marcel Brun from SAP Switzerland AG discussed, live from Zurich Airport, how AI is no longer just a buzzword but a real force revolutionizing the way companies interact with their customers.

The importance of AI in the CRM and CX space is currently experiencing a surge, primarily fueled by generative AI, creating a “gold rush” atmosphere. But what does this mean for SAP — and what does it mean for customers? Here are the key takeaways from the talk.

SAP: A Leader in Business AI

The significance of AI in CRM and CX is undeniable, and companies like SAP are recognizing this. The software company aims to become the market leader in business AI by 2025. But what exactly does that mean?

The Difference Between Machine Learning and Generative AI

First, it’s crucial to understand the difference between machine learning and generative AI. Machine learning is a subset of AI focused on identifying patterns in data to make predictions. A classic example of this is the “next best offer” in sales, where large datasets are used to predict successful sales opportunities.

Generative AI, however, takes this a step further. It enables machines to create new and creative content based on learned texts. This capability opens up entirely new possibilities for customer interaction.

Practical Application Examples

AI technologies are already being used across a variety of areas. One example is service ticket intelligence, where incoming queries are automatically scanned and directed to the appropriate teams. This dramatically increases efficiency — up to 80 % of tickets can be processed more effectively.

In the realm of customer engagement, AI helps to optimize campaigns by determining the best timing and channels for execution. In e-commerce, AI enables personalized banners based on a combination of analog and digital customer behavior data, boosting upselling and cross-selling scenarios.

SAP and the Next Generation of AI

SAP is striving to lead in AI business applications. The company focuses on the principles of relevance, reliability, and responsibility. A standout feature is “Joule,” an AI-powered co-pilot available across all relevant SAP systems, offering easy access to data via text input. This simplifies data analysis and improves efficiency in areas like customer service and sales. Here, SAP has significant strategic advantages over the competition: SAP systems allow for deep integration of operational and customer-relevant data.

Challenges and Trends

While the benefits of AI are enormous, challenges remain, particularly around data quality, data protection, and change management. Technology is only as good as the data that feeds it.
However, all signs indicate that generative AI will continue to grow in importance in the CX world. The integration of enterprise data into large language models (LLMs) offers tremendous potential.

Next Steps for Your Company

So, what should companies do? The key lies in building knowledge — both at the individual and corporate levels. It’s crucial to familiarize yourself with existing solutions and begin testing them. Embracing the motivation to adopt it and engage with new technologies is essential to success in this rapidly evolving landscape.

Not Just a Passing Trend

AI in CRM and CX is not just a fleeting trend; it represents a fundamental shift in how companies interact with their customers. With the right understanding and application, AI can play a major role in increasing efficiency, enhancing customer satisfaction, and ultimately driving business success. The future looks exciting, and now is the time to become part of this revolution.

Intrigued? Watch the full talk in our CX World!

Now Available: The Recording of the Expert Talk in the CX World!

 

Visit our small metaverse now. In the Sales Department of our CX World, you can conveniently watch the Expert Talk recording. And while you’re there, you’re sure to discover much more…

Visit the CX World now