There is a lot of AI. But this potential is still largely under-exploited for Stéphane Viaud-Murat which gave a conference to the Business Pole of Sophia Antipolis on the theme of “7 key stages allowing you to go to the intelligent CRM”. Founder of MI4, a sophipolitan company specializing in inbound marketing, it put his finger on a paradox: while there is a plethora of digital tools, companies have never had so much trouble optimizing certain tasks. (Photo screenshot of the conference: Stéphane Viaud-Murat).
His observation: 73 % of SMEs do not use CRM or use it badly, 67 % of salespeople is wasted in non -commercial tasks. If IA tools are available, 54 % of marketers feel overwhelmed by their implementation. Hence a conclusion: for managers, a direct loss of competitiveness, leads and responsiveness. The objective therefore remains to release time for customer relations by automating repetitive tasks to refocus the teams on human added value. By 2030, he put forward, 72 % of prospecting will be managed independently by IA agents.
Pour Stéphane Viaud-Muratthe winning duo is in a rapid equation: CRM + IA = le CRM “intelligent”. It allows automation of prospecting (qualification, recovery, reporting), large-scale hyper-personalization (messages adapted to the context, the purchase intentions detected), the lead scoring (prospect assessment), sales prediction, summary of meetings, data enrichment. In short, everything becomes fluid!
The key was presented a customer case by Olivier Ferrand of Smart Global Governance which has gone from a context of data scattered to a platform where data, tools, and users are centralized. He thus testified to a reduced customer processing time and use cases deployed in less than 3 months and already a source of productivity: “remix” of content, translation of large -scale content, transcription and automatic calls of calls, chatbot response to customer support, etc.
The key to success? For Stéphane Viaud-Muratit’s not just a question of installing a CRM or an AI. We must align marketing and commercial, structure the data, train, support. It is also necessary to aim for integration with all the tools (telephony, invoicing, website, etc.) and to set up intelligent “workflows” for the tool to work for the team, not the opposite.
To take action, it is possible to take advantage of the aid available such as OPCO financing for the training and implementation of a powerful CRM. But it’s time to act, to use the AI potential and to go to intelligent CRM without weighing down costs. On average, thanks to AI, companies can reduce their customer service costs by 30 %. Not negligible.
