Artificial intelligence (AI) is revolutionising customer relationship management (CRM) across various sectors, fundamentally altering strategic business operations. This study examines the capabilities of AI-powered CRM systems, drawing on empirical evidence arising from thematic analyses of 64 scholarly articles and insights gained from 24 in-depth interviews with CRM experts. The research identifies and systematically categorises three major dimensions and eight sub-dimensions of AI-powered CRM capabilities, providing a structured framework that encapsulates the complex interplay that occurs between these elements. These dimensions include data management, multi-channel integration, and tailored service offerings, each underpinning the nuanced integration of AI into CRM practices. Critically, the study integrates these findings within the theoretical framework of the microfoundations of Dynamic Capabilities (DC), enriching the discourse on how AI can strategically enhance CRM systems and offering a nuanced understanding of the factors driving AI adoption within CRM. By mapping these capabilities against the microfoundations of DC theory, the research delineates the strategic implications for organisations striving to leverage AI to enhance their competitive advantage.

中文翻译：

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在 CRM 中释放 AI 的力量：全面的多维探索

人工智能 （AI） 正在彻底改变各个行业的客户关系管理 （CRM），从根本上改变战略业务运营。本研究考察了人工智能驱动的 CRM 系统的能力，借鉴了对 64 篇学术文章的主题分析以及从 24 次对 CRM 专家的深入访谈中获得的见解。该研究确定并系统地分类了 AI 驱动的 CRM 功能的三个主要维度和八个子维度，提供了一个结构化的框架，封装了这些元素之间发生的复杂相互作用。这些维度包括数据管理、多渠道集成和定制服务产品，每个维度都支持将 AI 细致入微地集成到 CRM 实践中。至关重要的是，该研究将这些发现整合到动态能力 （DC） 微观基础的理论框架中，丰富了关于 AI 如何从战略上增强 CRM 系统的讨论，并提供了对推动 CRM 中 AI 采用的因素的细致入微的理解。通过将这些能力与 DC 理论的微观基础进行映射，该研究描述了努力利用 AI 增强其竞争优势的组织的战略影响。