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The impact of AI-CRM on the selling process and business relationship development
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Resumo(s)
Este estuda visa explorar o impacto de ferramentas de Gestão de Relacionamentos com Clientes com recurso a Inteligência Artificial (IA-CRM) nos processos de vendas e no desenvolvimento de relacionamentos comerciais num contexto business-to-business (B2B). Embora estudos anteriores tenham destacado os benefícios gerais da adoção de sistemas de IA-CRM, ainda existe um conhecimento limitado da forma como esta tecnologia influencia os processos de vendas para alcançar tais vantagens. Deste modo, esta investigação baseia-se num caso de estudo apoiado por 11 entrevistas semiestruturadas. A investigação examina oito empresas de vários setores que adotaram ou estão dispostas a integrar sistemas de IA-CRM, bem como desenvolvedores e implementadores desta tecnologia, centrando-se em como esta pode afetar processos de vendas e, consequentemente, apoiar o desenvolvimento de relações. Os resultados mostram que as empresas, neste momento, priorizam relações de longo-prazo, mantendo uma base transacional. A fidelização de clientes tornou-se um objetivo essencial e, para a alancar, é necessário cultivar confiança, empenho, satisfação, comunicação e gestão de conflitos. Para facilitar o desenvolvimento de relacionamentos de longo-prazo, as empresas adotaram uma estratégia orientada para o cliente, o que levou a uma alteração no papel do vendedor e na estrutura do processo de vendas. Para apoiar esta mudança, foram introduzidos sistemas de Gestão de Relacionamentos com Clientes (CRM). No entanto, esta tecnologia evoluiu rapidamente e passou a integrar Inteligência Artificial (IA). A atualização para sistemas de IA-CRM influenciou ainda mais os processos de vendas ao expandir as ferramentas tradicionais com funcionalidades preditivas, generativas e automatizadas, levando a melhorias de eficiência, eficácia, tomada de decisões, colaboração e interação. Este impacto permitiu aos vendedores desenvolver melhor os fatores de fidelização, reforçando o desenvolvimento de relações com os clientes. Contudo, uma implementação de sucesso requer que as empresas ultrapassem desafios humanos e tecnológicos. Este estudo contribui para o crescente corpo de literatura sobre IA-CRM, oferecendo uma perspetiva compreensiva sobre o impacto desta tecnologia nos processos de venda, reforçando ainda mais a estratégia centrada no consumidor, o que resulta num estabelecimento mais forte de relações comerciais de sucesso onde vínculos prevalecem.
This study aims at exploring how Artificial Intelligence-Enhanced Customer Relationship Management (AI-CRM) tools impact sales processes and business relationship development in a business-to-business (B2B) context. While prior studies have highlighted the general benefits of adopting AI-CRM systems, there is still limited understanding on how this technology influences sales processes to achieve such advantages. Therefore, this investigation is grounded on a case study supported by 11 semi-structured interviews. Research examines eight companies from various sectors that have either adopted or are willing to integrate AI-CRM systems, as well as developers and implementers of this technology, with the focus on how it can affect sales processes and, in turn, support relationship development. Results show that companies are currently prioritizing long-term relationships while maintaining a transactional foundation. Customer loyalty has become an essential objective and to achieve it, trust, commitment, satisfaction, communication and conflict management must be nurtured. To facilitate long-term relationship development, companies adopted a customer-oriented and solution selling strategy, leading to a shift in the salesperson role and sales process structure. To support this change, Customer Relationship Management (CRM) systems were introduced. However, this technology rapidly evolved and has now integrated Artificial Intelligence (AI). The upgrade to AI-CRM systems further influenced sales processes by expanding traditional tools with predictive, generative and automated features, leading to improvements in efficiency, effectiveness, decision-making, collaboration and interaction. This impact empowered sales professionals to better foster loyalty drivers, strengthening relationship development with customers. Nonetheless, successful adoption requires companies to overcome human and technological challenges. This study contributes to the growing body of literature on AI-CRM by offering a comprehensive perspective on how this technology impacts sales processes, further reinforcing a customer-oriented strategy, which results in a stronger establishment of successful business relationships in which loyalty prevails.
This study aims at exploring how Artificial Intelligence-Enhanced Customer Relationship Management (AI-CRM) tools impact sales processes and business relationship development in a business-to-business (B2B) context. While prior studies have highlighted the general benefits of adopting AI-CRM systems, there is still limited understanding on how this technology influences sales processes to achieve such advantages. Therefore, this investigation is grounded on a case study supported by 11 semi-structured interviews. Research examines eight companies from various sectors that have either adopted or are willing to integrate AI-CRM systems, as well as developers and implementers of this technology, with the focus on how it can affect sales processes and, in turn, support relationship development. Results show that companies are currently prioritizing long-term relationships while maintaining a transactional foundation. Customer loyalty has become an essential objective and to achieve it, trust, commitment, satisfaction, communication and conflict management must be nurtured. To facilitate long-term relationship development, companies adopted a customer-oriented and solution selling strategy, leading to a shift in the salesperson role and sales process structure. To support this change, Customer Relationship Management (CRM) systems were introduced. However, this technology rapidly evolved and has now integrated Artificial Intelligence (AI). The upgrade to AI-CRM systems further influenced sales processes by expanding traditional tools with predictive, generative and automated features, leading to improvements in efficiency, effectiveness, decision-making, collaboration and interaction. This impact empowered sales professionals to better foster loyalty drivers, strengthening relationship development with customers. Nonetheless, successful adoption requires companies to overcome human and technological challenges. This study contributes to the growing body of literature on AI-CRM by offering a comprehensive perspective on how this technology impacts sales processes, further reinforcing a customer-oriented strategy, which results in a stronger establishment of successful business relationships in which loyalty prevails.
Descrição
Trabalho Final de Mestrado, Management and Industrial Strategy, ISEG, 2025.
Palavras-chave
AI-CRM Relationship Development Sales Process Customer Loyalty B2B IA-CRM Desenvolvimento de Relações Processo de vendas Fidelização de Clientes B2B