In today’s digital era, data is king.
Businesses across the globe are collecting vast amounts of data daily, aiming to understand their customer better and enhance their services. CRM (Customer Relationship Management) platforms are central to this endeavour, such as HubSpot, Salesforce, Marketo, and Zoho, which act as repositories for crucial customer data. Yet, while collecting data is one thing, extracting meaningful insights from it is quite another.
The Challenge with CRM Data
As a customer experience agency, we’ve dived deep into countless CRM systems. Our core mission: understanding our client’s customers. After all, knowing your customers – their preferences, pain points, likes, dislikes, and behaviours – is instrumental in crafting an exceptional customer experience. The adage “Customer is King” is as relevant today as ever. Indeed, a Harvard Business Review article stated that the best salespeople understand their customers intimately.
However, a recurrent challenge has been the actual interrogation of CRM data. The process is often time-consuming, and platform limitations can be frustrating, preventing us from retrieving the necessary information. It’s a sentiment many businesses can relate to. According to a Forrester report, as much as 73% of all data within an enterprise goes unused for analytics. This is a significant loss, given that insights from this data can be transformative.
AI to the Rescue
Faced with this challenge, we asked a simple yet profound question:
Can AI assist in this quest for data understanding?
Our exploratory journey into AI-driven CRM data analysis began with GPT-4 and Advanced data analysis.
Our initial experiment involved uploading multiple spreadsheets with thousands of contacts, each with hundreds of data columns (ensuring we removed all personal information and contact details) into the GPT-4 environment. The AI’s task was to learn the data structure and retrieve the insights we sought. The results were promising, albeit with some hiccups. While the AI managed to understand and interrogate the data, there were instances of crashes. Moreover, every fresh session meant we had to re-teach the model from scratch – “Groundhog Day.”
Yet, the experiment’s success hinted at an even more ambitious idea:
What if we could train a Large Language Model (LLM) like ChatGPT, acquaint it with our data intricacies, and then connect it directly to live CRM platforms?
Would this allow real-time data interrogation, report generation, and overall simplification of our data analysis processes?
The results? Nothing short of spectacular. Our new AI-driven approach has saved us countless hours and empowered our clients with instant access to the content they need.
The Future is AI-Driven
The advancements in AI, especially in data analysis, are revolutionizing how businesses interact with their data. The potential for efficiency, accuracy, and real-time insights is immense. If you’re looking to leverage the power of AI for your CRM data, our journey stands as a testament to the transformative possibilities.
Interested in setting up a similar system?
Reach out, and let’s reshape the future of your customer data analysis together.