Artificial Intelligence (AI)-based Customer Relationship Management (CRM): a comprehensive bibliometric and systematic literature review with outlook on future research

ABSTRACT

Artificial Intelligence (AI) integration into Customer Relationship Management (CRM) within enterprise information systems (EIS) has provided businesses with transformative opportunities to improve customer engagement and operational efficiency. Due to the accelerating momentum of AI technologies and the digital evolution prompted by the COVID-19 pandemic, there has been an increase in AI-based CRM research, yet comprehensive systematic studies are still lacking. This study presents an overview of the historical developments, state-of-the-art and, existing research domains in the literature, utilizing bibliometric analysis of 810 scholarly articles over the last two decades. The literature has been categorised into four main clusters; (1) Data-Driven CRM Strategies; (2) Application of AI techniques to CRM activities; (3) Strategic implementation of AI into CRM; (4) Customer experience (CX) through AI-based CRM.

KEYWORDS:

• Enterprise information system
• artificial intelligence
• customer relationship management
• customer experience
• bibliometric analysis

Acknowledgments

The research was not funded by any specific grant from a public, commercial, or non-profit organisation. The writers are grateful to the editor and anonymous reviewers for their valuable feedback on an earlier draft of this manuscript.

Disclosure statement

No potential conflict of interest was reported by the author(s).