Abstract
This chapter aims to address artificial intelligence as a driving force behind relationship marketing (RM) practices. In this sense, the communicational potential of the internet and the way marketing migrates to the digital area are highlighted. In addition, the importance of customer relationship management (CRM) is demonstrated in the development of the loyalty process, using its personalisation and customisation of the customer. Marketing, from a relational perspective, assumes an interactive marketing function, in a continuous, dialogical, and individualised process with the buyer. Marketing focuses on relationships and convergence, investing in attracting new members and maintaining them in a lasting way. This commitment of brands to attract and create engagement with the customer has as its main purpose, to create loyalty, with a view to future brand loyalty.
TopIntroduction
Today's society is witnessing major changes of various kinds regarding institutional relations in the market context. The emergence of new world powers, the phenomenon of globalisation, the dependence on markets and changing behaviours in consumer society have caused a climate of constant unpredictability and frantic competitiveness in the business world.
Currently, companies are giving greater importance to customer retention in the medium and long term, to the detriment of strategies aimed at acquiring new customers and expanding the variety of products offered. This requires an adaptation of corporate policies, implementing modern management and a greater concentration of resources on interaction with customers, at the beginning, during and after the sale.
To ensure long-term customer attachment, companies must strive to win their loyalty by creating a lasting bond with them. This means paying extra attention to new consumer demands and constantly improving the customer experience.
On the other hand, the recipient of the information now has access to a user interface that promotes a dialogue with the user, making it possible to establish an interactive relationship between man and machine. The user can have a “virtual reality” or “image immersion” experience, where they interact with the computer through a special visualisation device.
It is by linking human intelligence and artificial intelligence that information search and monitoring activities on networks are optimised, and this is the main goal of strategic intelligence on the Internet. The contemporary computer is seen as the foundation of a series of projects that share the goal of creating an artificial representation equivalent to the human brain or, similarly, reproducing the operation of human intelligence outside the brain. The contemporary computer is seen as the foundation of a series of endeavours that share the goal of creating an artificial representation equivalent to the human brain.
Against this backdrop, Marketing will migrate to digital, taking advantage of all the interactive potentialities, promoting a continuous personalised dialogue with the customer.
Customers establish connections with brands, realising that this association gives them a more practical or emotional meaning. Relationship Marketing (RM) is an emerging trend in the field of marketing, including various types of relationships, networks and interactions between companies and their stakeholders.
Due to the long-term bonding nature, RM involves a dynamic interaction between stakeholders, which entails organisational changes and adaptations, creation of new operational linkages, increased information sharing, trust, commitment, and mutual collaboration.
The proposal to win customer loyalty for organisations is to offer a favourable relationship experience throughout the relationship process. In this sense, Marketing has an essential tool for customer relations - Customer Relationship Management (CRM).
The principle of CRM is to favour profitability and maintain the loyalty of key customers. Thus, it is elementary to recognise customers individually at all touch points, distinguishing them based on their value and preferences. The focus is on establishing interactions to build a partnership with the customer and tailor the user experience with the company in a personalised way.
This paper aims to address artificial intelligence as a driving force behind CRM practices. In this sense, it demonstrates the importance of CRM in the development of the loyalty process, using its personalisation and customisation of the customer. Marketing, from a relational perspective, assumes an Interactive Marketing function, in a continuous, dialogical, and individualised process with the customer. Marketing focuses on relationships and convergence, investing in attracting customers and maintaining them in a lasting way, with a view to future brand loyalty.
Key Terms in this Chapter
Artificial Intelligence: This is the underpinning of a set of projects that have in common the desire to build an artificial equivalent of the human brain or, equivalently, to simulate the functioning of human intelligence outside the human brain.
Internet: The internet is the set of computer networks that, spread across all regions of the planet, manage to exchange data and messages, capable of uniting several private users, public and business entities in the same access.
Customer Relationship Management: CRM stores customer information, current and potential, not just like a contact list, but gathers and integrates data to prepare and update companies with personal customer information, history and purchasing preferences. CRM is a strategy, tool and technology that brings together a set of practices, business strategies and technologies focused on customer relationships.
Personalisation: Consists of the option offered to the user to configure preferred products or brands according to their individual interests.
Interactivity: When there is technology-mediated communication - a type of relationship that causes the behaviour of one system to modify the behaviour of another.
Marketing: It is the set of techniques and methods applied to the study of market needs. The word derived from the English term market, which means market, that is, the study of the causes, objectives and results produced through the different ways in which companies deal with the market. Marketing studies the causes and mechanisms that govern the exchange relationships carried out within four main axes: price, distribution, communication and product.
Loyalty: Underlies a set or sequence of steps in the consumer experience, which acts as a commitment to repeat purchases of the same product, leading the consumer to become positively attached, regardless of situational factors or marketing efforts, with a view to a change in attitude.