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Easy To Use CRM Just Got Even Easier

By Shelley Pursell - Hubspot
Director Marketing for Latam and Iberia

STORY INLINE POST

By Shelley Pursell | Marketing Director Latin America and Iberia - Wed, 05/10/2023 - 10:00

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Recognizing the importance of enhancing Customer Relationship Management (CRM) adoption of technology is essential. This involves managing interactions with customers to ensure the best possible customer experience. But now, with the accelerated arrival of artificial intelligence (AI) companies can optimize their CRM and provide even better experiences to their customers. Particularly in Mexico, large marketing companies can easily use AI to simplify their processes and improve their business.

The use of AI in CRM can help companies to enhance customer satisfaction, and ultimately drive sales. Likewise, AI can help companies save time, money, and resources to improve their earnings. This technology has been a game-changer in the world of marketing, and Mexican companies are no exception. By improving the power of AI, marketing teams can now analyze large amounts of data, gain insights into customer behavior, and optimize their marketing strategies to drive revenue growth. 

These platforms can provide companies with real-time insights into their customers, enabling them to make better-informed decisions about how to engage with them. Likewise, they can provide businesses with personalized recommendations on what products or services are better to offer their customers based on their purchase history or browsing behavior. This may increase customer engagement, loyalty, and revenue.

For example, let's suppose that a large company that sells beauty products online wants to identify a new potential customer for its marketing strategy and increase its sales. Collecting all this information could take a lot of time and ultimately result in lost sales for this business. However, AI can help find the most salient data — like name, age and location — all from within the CRM. 

In this example, let’s assume AI helped us conclude that this new customer is named "Natalia," she is 30 years old, lives in Mexico City, works in a technology company and has a medium-high income. The company can now leverage this personal information to  adapt its marketing strategy, such as using online advertising and exclusive promotions, to attract other customers like Natalia who are interested in natural and organic beauty products. That’s why the importance of CRM for companies in Mexico cannot be overstated. 

It's a powerful tool that can help businesses gain insights into their customers, improve their sales and marketing effectiveness, and enhance their overall customer experience. As the industry continues to evolve, companies that embrace CRM and use it effectively will be better positioned to succeed.

According to a study by Accenture in June 2022, implementing AI in customer service can reduce call volume by up to 40%, resulting in a cost reduction in the process of up to 60%. Additionally, using AI for customer service can increase the first contact resolution rate by up to 50%, reducing the need for follow-up calls and support tickets.

Nowadays, one of the great questions is how the launch of these products impacts marketing and CX teams. AI will not replace marketing or CX teams, but actually help  them do their jobs better. This technology gives us a starting point to create topics, blog outlines, and overcome writer’s block, but it’s most powerful when combined with human ingenuity, judgment and perspective. Ultimately, AI gives teams hours back in the day to focus on solving bigger, more complex problems for their customers. Tools like HubSpot’s ChatSpot and content assistant will further empower sales, marketing, and customer service professionals with the tools they need to be both more productive and more effective in delivering on their goals.

Also, new tech like this will assist in future marketing and CX efforts because AI will help marketing and CS teams create content faster, ultimately saving both internal teams and their customers time. AI will likely change some of the ways CX teams interact with the software they use, making it easier to get information and content in and out of their software tools. We’re excited to innovate and learn with our customers. 

AI can provide advanced analytics and reporting capabilities, allowing companies to gain insights into their sales and marketing activities and make data-driven decisions. This can help companies optimize their sales and marketing strategies, identify areas for improvement, and stay ahead of the competition.

As such, Mexican companies should embrace AI as a valuable tool to drive growth and remain competitive in an ever-evolving market. 

We are experiencing a step-function change in the way people work. At HubSpot, our goal is to help companies connect more deeply with their customers. Our new AI-powered content assistant helps them create quality content faster and easier, to better serve their customers. Advances in AI also have the potential to change the way people use and interact with software. We’re excited to launch ChatSpot.ai to experiment with how we can make our software even easier to use, and we’re inviting our customers to come along with us as we learn together.

According to Grand View Research, the global AI market is expected to reach US$1.81 trillion by 2030, up from $136.6 billion in 2022. Artificial intelligence, theory of mind, and self-aware machines all sound like things from a distant future. Still, the reality is that AI is here now, and its impact across industries will likely grow in the years to come.

While AI has pros and cons, it's important to stay tuned in to its advancements and be open to using AI to streamline certain processes to keep up with competitors.

Photo by:   Shelley Pursell

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