The Role of Artificial Intelligence in Enhancing Customer Relationship Management (CRM) in Iranian Businesses

Abstract

Customer Relationship Management (CRM) systems play a crucial role in enhancing customer satisfaction and optimizing business processes as one of the key tools for managing business interactions with customers. With the advancement of Artificial Intelligence (AI) technologies, CRM has gained new capabilities, including process automation, complex data analysis, and predictive customer behavior. This study investigates the role of AI in enhancing CRM in Iranian businesses. The research variables were analyzed using SPSS software. The findings indicated that customer identification, acquisition, retention, and development, when supported by AI in CRM, significantly influence business performance.