Improving customer relationship management process in E-commerce platforms using AI-driven personalization and customization

Abstract

The Sri Lankan e-commerce platforms need to focus on managing their customer base in a more efficient manner. This study is focused on exploring how Sri Lankan E-commerce platforms can incorporate AI powered personalization and customization strategies to improve their customer relationship management process. This study will investigate how Sri Lankan E-commerce users respond to these AI-integrated personalization strategies and will these strategies be cable of increasing customer satisfaction levels. The customer satisfaction will be captured through the customer engagement, purchasing decision, customer retention and customer advocacy. In this study it is focused to identify applications of AI in CRM and how those impact the performance of the CRM process. The applications of AI such as automated chatbots, personalized product recommendations and tailored communication will be mainly targeted for the investigation. Also, through this study it is planned to identify how concerned are Sri Lankan E-commerce customers regarding the data privacy and ethical issues related to data usage. Based on that the study will identify how transparent the CRM process should be in customer data utilization.