FEATURE: COGNITIVE CRM
COGNITIVE CRMS CAN
ANALYSE CUSTOMER
REVIEWS/INPUTS
ON SOCIAL MEDIA,
PROVIDING DETAILED
UNDERSTANDING OF
POSSIBLE PATTERNS
OF CUSTOMER
DISSATISFACTION
Marketing and campaign
management
Traditional CRMs are equipped
with rule engines to target the
right audience but on structured data
only. With cognitive technology,
another dimension would be based on
unstructured data for targeting new
customers based on data available on
the internet enhancing the targeting.
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Sales force automation
Assigned leads can be tasked to
virtual bot assistants, who would
engage with prospective customers
talking in natural language to
find their interest, saving human
interaction for more complex
engagements.
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Intelligent bots may mine
unstructured data on social
platforms to identify upsell/cross
selling opportunities. This would
depend of the customer’s intent
to purchase something that is
corresponding to your product portfolio
and later passing on to a human.
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Traditional CRMs act as
data locking tools only. With
cognitive CRMs all past interactions
with similar products, similar customer
and post-sales unstructured data
available online can be crunched to
form a sales strategy to win specific
customers and or deals.
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