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Research reveals that customer relationship intelligence improves personalized engagement through generative AI, indicating a shift in managing customer interactions.
As customer expectations evolve in the digital era, traditional Customer Relationship Management (CRM) systems are proving inadequate in delivering personalized, context-aware engagement at scale. This research introduces the concept of Customer Relationship Intelligence (CRI)—a transformative approach that leverages generative AI to move beyond data storage and workflow automation toward dynamic, insight-driven customer interaction. CRI represents a shift from reactive data handling to proactive relationship management, where systems interpret, predict, and enhance customer journeys in real time.
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Asst. Prof. Amol Pravin Pitale (2020) studied this question.
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