Revisión sistemática: la inteligencia artificial como revolucionador de los sistemas de gestión de relaciones con clientes y la experiencia del cliente
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Resumen
Los Sistemas Electrónicos de Gestión de Relaciones con Clientes (E-CRM) son herramientas esenciales para que las empresas desarrollen interacciones y experiencias positivas con sus clientes que lleven a la obtención de resultados catalizadores para el negocio. En este contexto, la Inteligencia Artificial (IA) cobra un papel transformador y revolucionador para impulsar los E-CRM, a las organizaciones que los utilizan, y con ellos catapultar las experiencias digitales y de marca que las empresas tienen con sus clientes. Este estudio tiene como objetivo el determinar de qué manera la IA está revolucionando los sistemas E-CRM y contribuyendo a la mejora de la experiencia del cliente en las organizaciones, abordando para ello usos y aplicaciones prácticas, retos éticos y sociales, así como tendencias emergentes relacionadas con la integración de la IA con los E-CRM. Utilizando como marco metodológico la revisión sistemática de literatura y las directrices dadas por PRISMA, este estudio ha recurrido a las bases de datos Web of Science, Scopus y Google Académico para recolectar evidencia científica de 35 artículos publicados en los últimos 5 años relacionados con el objeto de estudio. Los resultados muestran la variedad de aplicaciones y usos de la IA Generativa en E-CRM que procuran la mejora de la experiencia del cliente, dentro de los que destacan aspectos como la automatización, la personalización y el análisis predictivo. El estudio ofrece información valiosa tanto para la teoría como para la práctica empresarial con respecto al uso efectivo de la IA en E-CRM.
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