How AI is revolutionizing CRM: insights from Timothy Lange

Introduction

In a recent tech talk hosted by Le Wagon, CRM expert Timothy Lange shared how AI is transforming customer relationship management. The session was introduced and hosted by Baptiste Derenne, our Head of CRM, who guided the discussion and helped Timothy delve into the evolution of personalization, how AI enhances CRM strategies, and real-world applications that deliver results. With over 13 years of experience in industries like satellite radio and Berlin startups, Timothy provided valuable insights into how AI is reshaping the future of CRM. Here’s a quick recap of the key takeaways from this engaging session.

AI-driven personalization: from basics to hyper-personalization

Timothy explained how CRM personalization has evolved from basic segmentation to AI-powered hyper-personalization. Unlike traditional methods, AI customizes every interaction by optimizing timing, content, channels, and predicting next steps.

Here’s how AI takes personalization to the next level:

• Dynamic Content: AI creates tailored content based on individual preferences
• Perfect Timing: AI pinpoints the best moments to reach out
• Channel Selection: AI chooses the most effective platforms for communication
• Next Steps: AI predicts and suggests the next best action for each user

Real-World AI use case in CRM

1. Enhancing Guest Experiences at NUMA Hotels
   • Challenge: Serving diverse travelers—business, leisure, short-term, and long-term—across multiple properties in Europe
   • Solution: AI tools like OptiGenie and ChatGPT customized communications to meet specific traveler needs:
     • Business travelers received curated local recommendations via email
     • AI optimized timing for updates to maximize engagement
     • Automation with tools like Make streamlined workflows, connecting booking systems with CRM and Google Sheets
2. Improving Room Booking and Customer Satisfaction
   • Challenge: Tackling recurring issues like no hot water or poor Wi-Fi to minimize negative impacts on guest experiences
   • Solution: AI integrated systems like Apaleo (booking), Voucherify (discounts), and SendGrid (emails) to:
     • Offer discounts or rebooking options for affected customers
     • Automate proactive communication to resolve issues before complaints arose
3. Scaling Multilingual Communication Across Europe
   • Challenge: Managing localized messages in 13 different languages
   • Solution: DeepL provided accurate translations, with human oversight ensuring tone and brand voice consistency
4. Experimenting with Content Recommendations at Blinkist
   • Challenge: Predicting users’ next book preferences for a subscription-based book summary service
   • Solution: AI analyzed reading histories to recommend new titles. However, results were similar to random recommendations, underscoring the value of continuous testing and refinement in AI-driven strategies

Best practices for implementing AI in CRM

Timothy shared a step-by-step “Crawl, Walk, Run” framework for adopting AI in CRM:

• Crawl: Begin with simple AI tools like ChatGPT to generate content efficiently
• Walk: Leverage native CRM features for personalization, A/B testing, and optimizing communication channels
• Run: Advance to predictive modeling and data-driven actions by integrating sophisticated AI tools and connecting systems

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Overcoming challenges with AI in CRM

1. Maintaining Consistency: Ensure AI-generated content aligns with your brand’s tone and voice
2. Protecting Privacy: Stay compliant with GDPR and data protection laws to build trust with your customers
3. Measuring Success: Track KPIs like engagement rates, efficiency improvements, and time savings to demonstrate the ROI of AI adoption

Future of AI in CRM

AI’s future in CRM is promising but requires careful implementation. Timothy emphasized avoiding invasive practices, like using customer images for marketing, and instead focusing on ethical and transparent applications that deliver real value to customers. Learn how to create customer-first strategies with our Growth Marketing Bootcamp.

Conclusion

Timothy’s talk highlighted the transformative potential of AI in CRM, from automating repetitive tasks to delivering hyper-personalized experiences. Whether you’re a startup or a global enterprise, adopting a “Crawl, Walk, Run” strategy, testing rigorously, and prioritizing customer value are the keys to success.