I’m involved with two projects at the moment that are wildly different. But they have something in common. They are both using CRM to deliver Artificial Intelligence (AI) into business processes. Most importantly, they are using CRM to deliver AI into business processes at very low cost. And that’s the point of this article.
Does Artificial Intelligence cost the earth?
Most people think that artificial intelligence is synonymous with big data, loads of computing power and high cost. This is true if you are talking about AI that can beat chess grand masters, but not so if you have a business process that can be defined and used to deliver expert results, every time. So let’s compare the two projects I’m involved with right now.
The first is a law firm and the second an applied neuroscience practice. Wildly different as I said. But both businesses do exactly the same thing. They accumulate a large amount of information about a client, compare it to expert knowledge, and prescribe the best course of action of each individual. In both cases over 150 items of data are recorded in the client profile inside CRM. The data is then compared to the expert knowledge base. The output is a unique plan for that specific client, tailored to their exact needs. In one case it’s a set of legal services and counsel needed for the client to manage property, family trusts, wills, liabilities and the like. For the other case the output is a neurofeedback treatment plan to help treat anxiety, sleeplessness, anger, attention deficit and other physiological symptoms recorded by the client.
Do I need Artificial Intelligence?
For the law firm, the comparison of client attributes to legal services can be done in the contact centre, over the phone, without the need to engage a legal expert, a fee earner or a partner. For the neuroscience business, the comparison of the client symptoms to the neurofeedback knowledge base can be carried out by a trained technician, without the need to consult a fully qualified neurofeedback practitioner. The benefits to both businesses are obviously:
- Client management is always true to current best practice
- Human error in assessment and recommendation is eliminated
- Highly skilled people are eliminated from the process, reducing the cost to manage the client
- Training costs for new recruit induction or staff cross-training are reduced
- Skilled experts use their time effectively to examine outcomes and improve protocols
- Best practice (or knowledge base) protocols can be changed based on evidence at any time
- Changes in best practice deliver changes in client recommendations immediately, no delay
- The whole business becomes data driven
- Business improvements are evidence based
- Client satisfaction improves as a result
In both cases this AI driven approach is achieved at low cost with the CRM system.
Artificial Intelligence – Smart processes
Now you might think that your business is not a law firm and is not in neuroscience. But think! Do you have repeatable procedures running in your business? Does each repetition use customer data? Is that data variable and need careful consideration to deliver the right service? Are you pitch perfect, delivering the right outcome every time, without fail?
Repeatable processes can be defined as algorithms and used to steer AI inside your CRM. It’s not rocket science, but it does require some clear thinking and consensus amongst your experts, your knowledge workers. There are many ways to build AI into CRM. In both the projects I’ve referenced above we are using the AI capabilities of Creatio, which is a world class CRM and Business Process Management System.
So, the answer to the question “Can I use AI within my CRM system, and will it cost a fortune?” is often “Yes you can, and no it won’t.”
If you’d like advice about using CRM with Artificial Intelligence then get in touch. We’d be pleased to help.
