Leveraging Intelligent Process Automation for Customer Engagement in Sales and Marketing

Abstract

Customer engagement is a crucial system for managing business relationships with clients, aiming to build strong alliances and enhance interactions through data analysis and historical evaluation. Digital transformation shifted customer engagement, using technologies like automation, big data analytics, cloud computing, and artificial intelligence to improve efficiency, effectiveness, and personalization. This transformation enhances customer experiences, streamlines processes, and gains an edge. It enables organizations to gather and analyze vast amounts of customer data, providing valuable insights for personalized marketing campaigns, product recommendations, and tailored experiences. Automation and AI play a crucial role in this transformation, streamlining processes and proactive customer care. This chapter explores the impact of digital transformation on customer engagement, focusing on improving customer loyalty and engagement. It reviews strategies, resources, and best practices for digital CE projects, emphasizing benefits, challenges, success factors for organizations.