Best Practice Report

How Generative AI Will Transform CRM

GenAI Will Revolutionize CRM, Not Erode It

September 18th, 2023


Generative AI (genAI) will help the front office personalize content, answer questions, summarize customer interactions, and build reports to surface actionable insights; it will offer new user experiences and reshape how employees interact with CRM. But genAI won’t erode the need for CRM or the processes that the front office follows to engage customers; on the contrary, it will make data more complete and processes more accessible and increase CRM’s strategic importance. This report summarizes the power of genAI for CRM and provides guidance on how to navigate the genAI hype and adoption journey within your organization.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.