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O impacto da implementação da inteligência artificial e do customer relationship manager na performance comercial e organizacional
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| 3.93 MB | Adobe PDF |
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Abstract(s)
Esta Dissertação de mestrado procura investigar o impacto da implementação da Inteligência Artificial (IA) no Customer Relationship Management (CRM) e suas implicações na performance comercial e organizacional. A evolução tecnológica das últimas décadas transformou significativamente diversos setores da economia, destacando-se a IA e os sistemas de CRM, como ferramentas essenciais para aumentar a eficiência operacional e a satisfação dos clientes. A IA, com as suas capacidades de aprendizagem automática, processamento de linguagem natural e automação inteligente, oferece novas possibilidades de personalização, previsão de tendências e automação de processos repetitivos. Por outro lado, os sistemas de CRM evoluíram para plataformas integradas que facilitam a gestão do relacionamento com os clientes de forma mais eficaz e estratégica.
Este estudo analisa como é que a integração daquelas tecnologias pode não apenas aumentar a eficiência operacional, mas também proporcionar uma experiência de cliente mais personalizada e satisfatória. No contexto empresarial atual, onde a competição é intensa e as expectativas dos clientes estão em constante evolução, a capacidade de utilizar essas tecnologias de maneira eficaz pode ser um diferencial significativo para as organizações. A dissertação aborda a evolução do marketing relacional e a importância da centralidade no cliente, explorando a interação entre IA e CRM. A metodologia inclui uma revisão de literatura abrangente e a aplicação de questionários para obter dados sobre a perceção e o impacto dessas tecnologias nas empresas.
Os resultados deste estudo mostram que a adoção de sistemas de IA e CRM estão correlacionados de forma positiva com melhores desempenhos comerciais.
This master’s dissertation aims to investigate the impact of implementing Artificial Intelligence (AI) in Customer Relationship Management (CRM) and its implications on commercial and organizational performance. The technological advancements of recent decades have significantly transformed various sectors of the economy, with AI and CRM systems emerging as essential tools to enhance operational efficiency and customer satisfaction. AI, with its capabilities in machine learning, natural language processing, and intelligent automation, offers new possibilities for personalisation, trend forecasting, and automating repetitive tasks. Conversely, CRM systems have evolved into integrated platforms that facilitate more effective and strategic customer relationship management. This study examines how integrating these technologies can not only improve operational efficiency but also deliver a more personalised and satisfying customer experience. In today's competitive business environment, where customer expectations are continually evolving, effectively leveraging these technologies can provide a significant competitive advantage for organisations. The dissertation explores the evolution of relational marketing and the importance of customer-centricity, investigating the interaction between AI and CRM. The methodology includes a comprehensive literature review and the application of questionnaires to gather data on the perception and impact of these technologies in businesses. The findings of this study demonstrate a positive correlation between the adoption of AI and CRM systems and improved commercial performance.
This master’s dissertation aims to investigate the impact of implementing Artificial Intelligence (AI) in Customer Relationship Management (CRM) and its implications on commercial and organizational performance. The technological advancements of recent decades have significantly transformed various sectors of the economy, with AI and CRM systems emerging as essential tools to enhance operational efficiency and customer satisfaction. AI, with its capabilities in machine learning, natural language processing, and intelligent automation, offers new possibilities for personalisation, trend forecasting, and automating repetitive tasks. Conversely, CRM systems have evolved into integrated platforms that facilitate more effective and strategic customer relationship management. This study examines how integrating these technologies can not only improve operational efficiency but also deliver a more personalised and satisfying customer experience. In today's competitive business environment, where customer expectations are continually evolving, effectively leveraging these technologies can provide a significant competitive advantage for organisations. The dissertation explores the evolution of relational marketing and the importance of customer-centricity, investigating the interaction between AI and CRM. The methodology includes a comprehensive literature review and the application of questionnaires to gather data on the perception and impact of these technologies in businesses. The findings of this study demonstrate a positive correlation between the adoption of AI and CRM systems and improved commercial performance.
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Keywords
Automação Costumer relationship manager Inteligência artificial Performance Tecnologia