| Abstract [eng] |
57 pages, 13 charts, 9 pictures, 60 references. The main purpose of this master thesis is to study & identify how artificial intelligence technologies (AI) are applied in customer relationship management platforms (CRM) in Lithuanian companies and what are the biggest difficulties in applying them. This study consists of four main parts – the literature analysis, research methodology preparation, the research, and its results and lastly conclusions and recommendations for further research areas. This thesis literature analysis reviews the main and most popular client relationship managements theoretical models and discusses various understandings to its methodological approach and as well the main client relationship management systems are presented. The literature review also covers the capabilities and components of artificial intelligence technologies and how these can be applied to customer relationship management. After the literature analysis the author has carried out the study about what difficulties Lithuanian companies face when implementing AI – CRM technologies and how the implementation of such technologies affects the whole customer relationship management process. Qualitative approach was taken to fulfil the study. The participants were chosen based on their experience in the CRM field. Mainly all interviews were carried out via video call and only few of the participants have answered the questioner. The performed research revealed that in this study, the participants maintained the opinion that if implemented properly – AI – CRM platforms will always improve the customer relationship management process, but to achieve appropriate implementation – certain criteria must be met by the organizations that are willing to implement AI – CRM technologies. All participants of the study unanimously recognized that the data the organizations collects and how they collect it is one of the most crucial parts of successful AI – CRM implementation. Data collection processes implicates the clarity of organizations processes as a whole – having clear data collection guidelines and structure is one of important ways to assure organisations longevity and CRM process effectiveness. The conclusions and recommendations summarize the main concepts of literature analysis as well as the results of the performed research. The author believes that the results of this research will be beneficial for organizations that are willing to transition from regular CRM systems to AI – CRM ones and to evaluate if with their structure they are eligible for effectively working AI – CRM implementation and if not, what areas should be considered as a priority to improve. As well this study could be beneficial for those that are still unsure of the benefits such technologies could bring. |
