Emerging Trends and Themes in Ai-Driven Customer Engagement and Relationship Management

Alma Bici () and Narasimha Rao Vajjhala ()
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Alma Bici: University of New York Tirana
Narasimha Rao Vajjhala: University of New York Tirana

A chapter in Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024), 2024, pp 113-127 from Springer

Abstract: Abstract This study examines the transformative role of artificial intelligence (AI) in customer experience, engagement, and relationship management through a systematic literature review. This study examines the current advancements, identifying key trends and technological implementations enhancing customer interactions and satisfaction. This study also investigates various AI-driven strategies organizations employ to enhance deeper customer engagement and build long-lasting relationships. This study comprehensively analyzes critical success factors and challenges associated with AI integration in these domains. The methodology for this study involves a structured search and selection process across multiple academic databases, followed by qualitative content analysis to extract and categorize relevant findings. This study uses PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines to ensure a transparent and rigorous review process with the findings presented through themes derived from the analysis of the literature, providing a complete understanding of the current state of AI applications in customer-centric strategies. This study also presents future research directions, emphasizing emerging technologies and innovative approaches to assist customer experience management. This review aims to provide a complete understanding of the current state of AI applications in customer-centric strategies and offer valuable insights for academics and practitioners looking to navigate and contribute to this evolving field.

Keywords: Artificial Intelligence; Customer Engagement; Relationship Management; AI-Driven Strategies; Personalized Marketing; Predictive Analytics; Customer Experience; AI Integration; Proactive Customer Service; Systematic Review (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-612-3_9

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