Prompt for Change

Delivering Trustworthy AI™ for Customer Relationship Management (CRM)

Unified customer data and responsible use of AI present opportunities to deliver bespoke customer experiences and to supercharge company productivity. However, achieving this goes beyond a simple prompt. Guided by Trustworthy AI™ for CRM, Deloitte Digital helps organisations harness the power of AI with confidence, together with Salesforce.

Download Guide to Gen AI for CRM

Managing customer interactions with AI and CRM

One of the most powerful applications of GenAI is in managing customer interactions. Implementing it effectively can improve customer engagement, deliver better employee experiences and increase the human connections between buyers and brands. But achieving these outcomes will require both creativity and the ability to execute.

Many companies have sought to improve customer experiences through technology the last few years. The focus has been on trying to make interactions more responsive and personalised, increasing digital capabilities and self-service and being more predictable and efficient. Results have been mixed, with many organisations still facing complex and manual processes, insufficient insights from data and inconsistent adoption of new capabilities. However, GenAI provides a renewed opportunity to help address these challenges and accelerate unprecedented change and impact.

The Guide to GenAI for CRM explores the GenAI applications across the customer journey, diving into which use cases have the highest business value for each functional domain and concluding with chapters on Trustworthy AI™ for CRM and how to get started.

Download the Guide here

Value of Generative AI

Looking across AI use cases, we have identified six major ways that AI can create value for a business:

COST REDUCTION

Applying AI and intelligent automation solutions to automate tasks that are relatively low value and often repetitive, reducing costs through improved efficiency and quality.

SPEED TO EXECUTION

Reducing the time required to achieve operational and business results by minimising latency.

REDUCED COMPLEXITY

Improving understanding and decision making through analytics that are more proactive, predictive and able to see patterns in increasingly complex sources.

TRANSFORMED ENGAGEMENT

Changing the way people interact with technology, enabling businesses to engage with people on human terms rather than forcing humans to engage on machine terms.

FUELLED INNOVATION

Redefining where to play and how to win by using AI to enable innovative new products, markets and business models.

FORTIFIED TRUST

Enhancing brand trust by delivering quality and consistent operations

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Risks & Limitations of Generative AI

HALLUCINATION Models might output that is factually false.
BIAS Bias in training data (e.g., over/under-representation of a population cohort, sexism, racism) could lead to output that exhibits biases as well.
COST Current pricing models can lead to large costs when used at scale.
MODEL PERFORMANCE Lack of considerations for model performance limitations (dependent on training data used) could lead to sub-optimal business outcomes (e.g., poor quality reports).
MALICIOUS BEHAVIOUR Gen AI tools may be targeted by adversaries to reveal sensitive information and/or take malicious actions on networks and data
IP PROTECTION SaaS-AI companies may retain prompt payloads for future model training which could lead to leakage of sensitive information including IP.
PRIVACY Generative AI tools are typically consumed as SaaS. Personally Identifiable Information shared may cross geographic boundaries and may not comply with privacy laws
ETHICAL USE Gen AI tools may be used in a manner not intended and circumvent organizational policies, laws and regulations (e.g., submitting content in competitive events).

Trustworthy AI™ for CRM

Prompted by the extraordinary potential of data and AI, we can deliver Trustworthy AI™ for CRM, helping to enable our clients to seize the competitive edge with confidence. With trust as our guiding principle, we help create bespoke customer engagement and unlock new dimensions of productivity and scale.