Publicação
Leveraging artificial intelligence for personalization in customer relationship management: impacts, best practices, and organizational insights
| Resumo: | This thesis examines how AI-driven personalization and data analytics enhance Customer Relationship Management (CRM) systems by improving customer satisfaction, loyalty, and operational efficiency. Through a comprehensive literature review, a quantitative survey, qualitative interviews, and an experimental case study using over three million Amazon reviews, it demonstrates that integrating personalization with advanced analytics transforms raw data into actionable insights. Findings highlight that effective AI personalization raises engagement, while AI-based analyses of unstructured data refine strategic decision-making. However, issues including privacy, organizational readiness, and maintaining human interaction require careful management. The recommended best practices and frameworks support sustainable, data-informed CRM innovation. |
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| Autores principais: | Kaiser, Julius Bernhard |
| Assunto: | Customer relationship management Artificial intelligence Organizational challenges Customer satisfaction AI-driven personalization Privacy concerns AI implementation Customer experience Best practices Impact of AI in CRM Data analytics Data processing Data modeling Text data mining Computational modeling Experiment Custom AI |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This thesis examines how AI-driven personalization and data analytics enhance Customer Relationship Management (CRM) systems by improving customer satisfaction, loyalty, and operational efficiency. Through a comprehensive literature review, a quantitative survey, qualitative interviews, and an experimental case study using over three million Amazon reviews, it demonstrates that integrating personalization with advanced analytics transforms raw data into actionable insights. Findings highlight that effective AI personalization raises engagement, while AI-based analyses of unstructured data refine strategic decision-making. However, issues including privacy, organizational readiness, and maintaining human interaction require careful management. The recommended best practices and frameworks support sustainable, data-informed CRM innovation. |
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