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AI-Powered Personalization in Salesforce: Enhancing Customer Engagement through Machine Learning Models

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  • Ravi Teja Potla,
  • Vamsi Krishna Pottla
Ravi Teja Potla
Department of Information Technology, Slalom Consulting,
Vamsi Krishna Pottla
Department of Information Technology, United Health Group,
Published in : International Journal of Scientific Research and Management (IJSRM) , Vol. 12 No. 08 (2024)

Submission to VIJ 2024-08-25

Keywords

  • Salesforce, AI, Machine Learning, Personalization, Customer Engagement, CRM, Predictive Analytics, Customer Relationship Management

Copyright (c) 2024 Ravi Teja Potla, Vamsi Krishna Pottla

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

In a fast-moving, digitized, customer-centric world, the convergence of Artificial Intelligence and Machine Learning within CRM platforms serves as a potent agent of change. This paper presents the possibility of integrating Artificial Intelligence and machine learning models into Salesforce CRM for delivery of highly personalized customer experiences to enhance customer engagement. As businesses are fast embracing AIdriven solutions, it has become very critical to understand how these technologies shape customer relationships and, in turn, impact overall business success.

The various machine learning techniques used within Salesforce, in particular, are investigated with a view to delivering personalized interactions that best resonate with customers: recommendation systems, clustering algorithms, and predictive analytics. Such AI-driven models are supposed to analyze large amounts of customer data to spot patterns and preferences that allow for tailoring communications, offers, and services to the particular needs of every customer.

This in-depth analysis of case studies and real-world empirical data in the research reflects major improvements in the key customer engagement metrics, such as click-through rates, conversion rates, and customer satisfaction scores, right after the execution of AI-driven personalization strategies in Salesforce. It also covers some challenges and discussions for the deployment of AI in a CRM environment regarding keeping customers' data private, ethical concerns, and the need for transparency of AI decision-making processes.

These results give very useful insight into an organization's future in effectively using AI within CRM strategy. With AI-driven personalization inside Salesforce, businesses will achieve a lot more in customer engagement and in building a strong relationship with customers for their businesses to grow and be competitive in the market.

 

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