(2023) Ranu Dongra; Artinger, Florian; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences
AI-GENERATED ABSTRACT: Abstract: This thesis aims to examine the impact of AI-enabled Customer Relationship Management (CRM) in small and medium-sized e-commerce businesses in Germany and India. The adoption of Artificial Intelligence (AI) in CRM is emerging as a solution for businesses in their marketing operations. The research addresses the competitive advantages including customer personalisation, segmentation, lead generation, targeting, data, and predictive analysis. This study gathers a mix of qualitative and quantitative approaches where survey respondents (N=30) and Interviews (N=10) include case studies of marketing professionals and executives. The research questions are analysed with two hypotheses which explains the value of AI in CRM for small and medium sized e-commerce businesses. The AI features in CRM provided by MoEngage are deeply analysed. The results show e-commerce businesses improve customer engagement and sales by effective personalisation and segmentation after implementation of AI-enabled CRM. Keywords: Artificial Intelligent (AI), CRM, AI-enabled CRM, small and medium-sized businesses, e-commerce, marketing, Segmentation, Personalisation
