AI has made rapid advancements in recent years and is becoming increasingly significant in various business sectors, including CRM. In the CRM process, this revolutionary technology can be utilized across the entire spectrum.
Thanks to its ability to analyze data and identify patterns, AI in the CRM process can be used to better understand customers and interact with them more effectively.
For example, tools like ChatGPT can assist in tracking individual customer preferences and behaviors, enabling the creation of personalized offers and messages based on this information.
Smart programs like ChatGPT also prove valuable for brainstorming new ideas, such as for newsletters and marketing campaigns.
Furthermore, it is possible to partially or fully automate CRM processes, thereby increasing efficiency. Time-consuming tasks like invoice creation or handling simple customer inquiries are just two of the numerous use cases.
The capacities freed up by automation can then be utilized for more complex tasks or to relieve employees of routine responsibilities
Before delving into the specific application of AI in CRM, let's first explore some fundamentals for better understanding.
Let's start with the definition of what is known as "prompts".
In the IT world, the term "prompt" refers to a command designed to elicit a specific response or action. In the context of artificial intelligence (especially in language models like ChatGPT), a prompt is simply the text or question given to the system as input. The resulting response is referred to as output.
The quality and accuracy of the prompt have a direct impact on the quality of the generated response. A good prompt assists in achieving the most accurate and relevant results.
Accordingly, the process of prompt creation is crucial. The following tips should be considered for crafting effective prompts:
Define Objectives:
Before diving in, be clear about what you aim to achieve with the prompt.
Clear Instructions:
Formulate your queries as precisely and unambiguously as possible. Avoid (technical) jargon.
Use Roles and Personas:
Assign a role to the AI ("act as an expert in XYZ") and describe the target audience ("the ad copy is for CEOs").
Provide Context:
Offer sufficient background information about the request, such as details about your company, the current situation, or the desired outcome.
Set Boundaries:
Clearly define within the prompt what content you expect and possibly exclude undesired results from the start.
Structure and Format:
If you desire a specific structure or format for the response, articulate it within the prompt ("create a table with 10 rows and 8 columns").
Consider Grammar & Spelling:
Formulate your query with grammatical correctness and use paragraphs and bullet points for longer texts.
Test and Revise Prompts:
Rarely is the first result ideal. Evaluate and improve your queries based on the received responses, gradually approaching the optimal solution.
Whether brainstorming in marketing, enhancing customer service, or analyzing sales figures – AI can be applied in all CRM areas. The possibilities for application and the associated benefits are nearly limitless.
On the following subpages, we aim to illustrate, using ChatGPT and exemplary prompts for IT support, marketing, and customer service, the incredible potential behind this trend.
The following prompts and their respective outputs are the result of our tests with ChatGPT. Similar results are likely to be achieved if you copy and test the prompts yourself; however, this is not guaranteed. Additionally, the results will never be entirely identical. The same applies to the use in alternative language models.
As the prompts would exceed the scope at this point, you can find detailed examples of using AI in CRM through the following links:
While our test focused exclusively on ChatGPT, there are numerous other language models and AI tools that can seamlessly integrate with the CRM domain.
Here's a small list of currently well-known and promising tools:
Important: Each tool has its individual strengths and weaknesses. Therefore, test the various options and discover the best fit for your needs. The results of the presented prompts will vary with each tool. However, the showcased prompt creation tips are universally applicable.
The use of AI in CRM opens up numerous exciting possibilities for optimizing business processes. ChatGPT and similar tools can assist you in better understanding your customers, identifying their needs more accurately, and developing more effective marketing measures.
Automating tasks saves valuable time and resources that can be redirected towards more complex activities or relieving employees. Or simply for more leisure time.
To ensure that language models like ChatGPT generate useful results, the quality of user inputs is crucial. The more detailed the prompts are created, the more accurate the outputs will be.
In conclusion, despite the countless benefits, it's important to remember that AI is still in its infancy. The current application areas are just a tiny preview of what will be possible in the future
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Fundamentals of Language Models