Your answer to rising customer expectations:
Artificial intelligence in customer management
AI in customer management: automation, scaling and customer experience at its best
Traditional customer management models, such as CRM systems with manual interactions, are increasingly reaching their limits when it comes to meeting rising real-time expectations. This is precisely where artificial intelligence (AI) comes in: It takes over recurring tasks, expands your team's capabilities and enables highly personalised customer experiences at the same time. AI in customer management is not an either-or proposition: it optimises processes and reduces costs, for example through automation and reduced processing times. At the same time, it increases sales by displaying relevant offers, increasing conversion rates and enabling targeted upselling. Companies can thus offer excellent service despite limited resources. With AI as a strategic lever. Companies that invest in AI now not only create greater efficiency, but also a customer experience that will be remembered and thus secure a measurable competitive advantage.
What is AI in customer management?
Imagine your customer management systems acting proactively: an integrated AI recognises customers at risk of churning, develops individual win-back campaigns and implements them across all channels.An Agentic AI analyses concerns in real time, links data from CRM, email, chat and voice and independently makes well-founded decisions. In complex cases, a multimodal AI accesses voice, text and image data, recognises correlations and automatically prioritises escalation-relevant enquiries.This is AI in customer management today: not just automation, but adaptive intelligence that understands, networks and acts.It is based on methods such as machine learning, natural language processing and multimodal analysis implemented in platforms, agent systems and AI-supported workflows.
What is AI in customer management?
Imagine your customer management systems acting proactively: an integrated AI recognises customers at risk of churning, develops individual win-back campaigns and implements them across all channels.An Agentic AI analyses concerns in real time, links data from CRM, email, chat and voice and independently makes well-founded decisions. In complex cases, a multimodal AI accesses voice, text and image data, recognises correlations and automatically prioritises escalation-relevant enquiries.This is AI in customer management today: not just automation, but adaptive intelligence that understands, networks and acts.It is based on methods such as machine learning, natural language processing and multimodal analysis implemented in platforms, agent systems and AI-supported workflows.
360° customer management with AI: all touchpoints at a glance
Customer management does not end with the purchase and does not just begin with the interest in buying. A true 360° approach looks at the entire customer lifecycle: from initial contact to purchase to a long customer relationship characterised by more sales and more transactions or even customer reactivation and recovery. This is precisely where artificial intelligence unfolds its full potential.
Current market trends: How AI is changing customer management
Rapidly rising customer expectations
Customers expect personalised communication at the right time, via the right channel. AI recognises patterns, anticipates needs and ensures that every touchpoint counts. From initial contact to reactivation.
Automation creates time for relationships
75 % of customer management teams want tools that automate recurring tasks (WPBeginner, 2024). AI takes over segmentation, recommends next actions and prioritises target groups, so that your team can focus on value-adding measures.
Continuity in the journey instead of ad hoc campaigns
50% of those responsible state that AI helps them to stay in continuous contact with customers, instead of acting selectively (WPBeginner, 2024). Whether reminders, offer logic or content playout: AI ensures fluid, connected customer journeys.
Users are used to AI
91% of respondents are familiar with AI chatbots, 25% use them regularly (Telekom/Allensbach, 2024). This shows that customers expect intelligent systems and are willing to interact with them. Companies that act now will secure a head start in relationship management.
Current market trends: How AI is changing customer management
Rapidly rising customer expectations
Customers expect personalised communication at the right time, via the right channel. AI recognises patterns, anticipates needs and ensures that every touchpoint counts. From initial contact to reactivation.
Automation creates time for relationships
75 % of customer management teams want tools that automate recurring tasks (WPBeginner, 2024). AI takes over segmentation, recommends next actions and prioritises target groups, so that your team can focus on value-adding measures.
Continuity in the journey instead of ad hoc campaigns
50% of those responsible state that AI helps them to stay in continuous contact with customers, instead of acting selectively (WPBeginner, 2024). Whether reminders, offer logic or content playout: AI ensures fluid, connected customer journeys.
Users are used to AI
91% of respondents are familiar with AI chatbots, 25% use them regularly (Telekom/Allensbach, 2024). This shows that customers expect intelligent systems and are willing to interact with them. Companies that act now will secure a head start in relationship management.
For which companies is AI in CRM truly relevant?
In short: for everyone who has customers and wants to keep them.Artificial intelligence is no longer a topic of the future for large corporations, but a real lever for companies that want to make customer relationships smarter, faster and more sustainable.
Companies with growing customer volumes benefit in particular if processes such as communication, segmentation or support are to remain scalable.
Organisations with complex customer journeys, for example in retail, energy supply, telecommunications or financial services, benefit from networked data, automated recommendations and consistent experiences.
In the B2B environment, AI strengthens customer relationships through personalised communication, strategic account management and early recognition of growth opportunities.
AI can also help small and medium-sized companies with limited resources: it automates routines, increases reaction times and frees up time for value-adding tasks.
Whether you are a start-up, a medium-sized company or a corporation: AI is worthwhile if customer relationships are not just to be managed, but actively shaped.
For which companies is AI in CRM truly relevant?
In short: for everyone who has customers and wants to keep them.Artificial intelligence is no longer a topic of the future for large corporations, but a real lever for companies that want to make customer relationships smarter, faster and more sustainable.
Companies with growing customer volumes benefit in particular if processes such as communication, segmentation or support are to remain scalable.
Organisations with complex customer journeys, for example in retail, energy supply, telecommunications or financial services, benefit from networked data, automated recommendations and consistent experiences.
In the B2B environment, AI strengthens customer relationships through personalised communication, strategic account management and early recognition of growth opportunities.
AI can also help small and medium-sized companies with limited resources: it automates routines, increases reaction times and frees up time for value-adding tasks.
Whether you are a start-up, a medium-sized company or a corporation: AI is worthwhile if customer relationships are not just to be managed, but actively shaped.
Technologies that are already having an impact today
From theory to impact – real-world AI cases
Retail: AI agents for e-commerce optimisation
Capgemini is developing AI agents on Google Cloud that support online shops in taking and processing orders. This allows the entire order-to-cash process to be automated and accelerated, directly on the sales platform
Retail: Self-service and loyalty tools
Accenture uses AI-supported virtual assistants to provide customers with interactive advice on products and services in the retail sector. Loyalty deals are also included in the process, which significantly improves customer experience and loyalty.
Marketing Automation: Employee & Customer Agents
WPP integrates Generative AI into its marketing ecosystem for intelligent campaign creation. Employees can develop content faster, while the AI makes personalised decisions about who receives which message and when.
IT infrastructure: AI-supported monitoring & orchestration
UPS relies on generative AI to create digital twins of its distribution networks. This gives employees and customers a live overview of deliveries, combined with AI support for network and infrastructure decisions.
From theory to impact – real-world AI cases
Retail: AI agents for e-commerce optimisation
Capgemini is developing AI agents on Google Cloud that support online shops in taking and processing orders. This allows the entire order-to-cash process to be automated and accelerated, directly on the sales platform
Retail: Self-service and loyalty tools
Accenture uses AI-supported virtual assistants to provide customers with interactive advice on products and services in the retail sector. Loyalty deals are also included in the process, which significantly improves customer experience and loyalty.
Marketing Automation: Employee & Customer Agents
WPP integrates Generative AI into its marketing ecosystem for intelligent campaign creation. Employees can develop content faster, while the AI makes personalised decisions about who receives which message and when.
IT infrastructure: AI-supported monitoring & orchestration
UPS relies on generative AI to create digital twins of its distribution networks. This gives employees and customers a live overview of deliveries, combined with AI support for network and infrastructure decisions.
(Quelle: "101 Real-World Generative AI Use Cases from Industry Leaders," Google Cloud, veröffentlicht am 9. April 2025)
Challenges & solutions
Data protection & compliance
Customer data is sensitive and protecting it is mandatory. AI systems must be GDPR-compliant from the outset. This includes a clear data strategy, transparent processes and binding responsibilities. Defined data purposes, pseudonymisation and regular audits are important. This is the only way to build trust - both internally and externally.
Technical integration
The biggest stumbling block is often not the AI itself, but its connection. Only integrated systems can deliver real added value. CRM, ERP, marketing, all data sources must work together. This is achieved through clean interfaces, standardised data models and early integration of IT. This is how technology becomes productivity.
Change management
AI is changing processes and requires a rethink. Employees need clarity: what is changing - and what is not? Successful change management means getting involved at an early stage, communicating clearly and providing practical training. Those who understand AI will utilise it not only technically, but also culturally.
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Frequently asked questions about AI in customer management (FAQ)
Artificial intelligence in customer management raises many questions, from the technical implementation to the concrete benefits in everyday life. In this FAQ, we answer the most important questions in a compact and understandable way. For anyone who wants to know how AI really works in CRM, what is important and how to get started.
DEFACTO: Intelligent consulting and technology integration
In an age of increasing customer demands, it takes more than technological tools, it takes business solutions that make an impact. This is exactly where DEFACTO comes in: as a reliable partner for holistic customer management with AI.As a consultancy, DEFACTO analyses the processes, systems and touchpoints along the customer journey, with the aim of implementing customer-relevant improvements in an economically viable way. On this basis, realistic roadmaps are created for the sensible use of artificial intelligence in customer service.At the same time, DEFACTO takes on the technical realisation as a solution integrator: from the selection of suitable AI platforms to seamless system integration and operational support.DEFACTO not only makes AI in customer service possible, it makes it effective. For companies that don't just want to become more digital, but better.
DEFACTO: Intelligent consulting and technology integration
In an age of increasing customer demands, it takes more than technological tools, it takes business solutions that make an impact. This is exactly where DEFACTO comes in: as a reliable partner for holistic customer management with AI.As a consultancy, DEFACTO analyses the processes, systems and touchpoints along the customer journey, with the aim of implementing customer-relevant improvements in an economically viable way. On this basis, realistic roadmaps are created for the sensible use of artificial intelligence in customer service.At the same time, DEFACTO takes on the technical realisation as a solution integrator: from the selection of suitable AI platforms to seamless system integration and operational support.DEFACTO not only makes AI in customer service possible, it makes it effective. For companies that don't just want to become more digital, but better.
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