Start United States USA — software Partnering with C3.ai and Adobe to re-invent CRM with AI

Partnering with C3.ai and Adobe to re-invent CRM with AI

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As organizations worldwide continue to respond and react to a new business climate, we have seen more clearly than ever that the traditional approach to business applications is no longer sufficient. Organizations need a new class of business applications that provides the agility to see and respond to emerging trends, new opportunities, and potential risksRead more
As organizations worldwide continue to respond and react to a new business climate, we have seen more clearly than ever that the traditional approach to business applications is no longer sufficient. Organizations need a new class of business applications that provides the agility to see and respond to emerging trends, new opportunities, and potential risks so that ultimately, they can delight their customers and deliver the business outcomes that truly matter. That’s why today we are excited to announce, together with C3.ai and Adobe, the launch of C3 AI CRM powered by Microsoft Dynamics 365. C3 AI CRM leverages Dynamics 365 as the foundation for end-to-end, intelligent customer engagement, with Adobe Experience Cloud providing real-time customer profile and customer journey management, together with C3.ai’s industry-specific enterprise AI capabilities. With C3 AI CRM, organizations can unlock the power of AI-driven customer relationship management in a solution purpose-built for specific industries, leveraging data from any source to produce predictive business insights. We are proud to welcome C3.ai to the Microsoft Dynamics 365 ecosystem, and to continue our collaboration with Adobe. We had a chance to catch up with Amit Ahuja from Adobe and Ed Abbo from C3.ai to talk a little more about this partnership. Ed: When we first created CRM back in the 1990s, it revolutionized sales, marketing, and customer service. Back then, the vast majority of customer data—contact and account information, transaction history, service history, pricing, etc.—resided in internal enterprise systems. CRM unified those internal silos and applied rules-based workflows to customer-facing processes—and three decades later, today’s CRM systems still operate in much the same way, even though the world has dramatically changed. Today’s CRM applications are backward-looking systems of record. But what businesses require are forward-looking, predictive systems of intelligence that provide real-time, data-driven insights to deliver the optimal customer experience In today’s digital world, the vast majority of data relevant for CRM resides in external, rather than internal, sources—social network relationships, online activity, market and economic data, credit scores, financial filings, etc. All of that data must be unified and analyzed with AI using advanced machine learning methods that have been developed within the last 5 – 10 years. The data in today’s CRM systems is not sufficient for AI, and they were not built with architectures designed to aggregate, unify, and apply machine learning to petabyte-scale volumes of disparate, structured, and unstructured data. You can’t simply bolt these capabilities onto traditional CRM systems as an afterthought—it requires a modern AI-first architecture. Alysa: We see the same trend, with the volume of data just growing exponentially. For organizations to succeed in this climate, they need to do two things. First, they need to aggregate data from across their organization and leveraging the external data Ed talks about. With that, they can access a 360-degree view of their customers and indeed, their entire operation. Second, they need a solution that applies intelligence to the entirety of that data estate, so they can quickly make decisions that generate new value for their organizations and deliver exceptional experiences for their customers. On top of that, we have seen that the definition of CRM has broadened—it’s not just about salesforce automation anymore.

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