IJBTT

Advancing CRM Capabilities: A Comparative Analysis of Predictive Analytics Integration
	© 2024 by IJCTT Journal
	Volume-72 Issue-6
	Year of Publication : 2024
	Authors : Jagjot Bhardwaj, Lakshmi Sahitya Cherkuri, Pan Singh Dhoni, Pradeep Aluru
	DOI :  10.14445/22312803/IJCTT-V72I6P102

How to Cite?

Jagjot Bhardwaj, Lakshmi Sahitya Cherkuri, Pan Singh Dhoni, Pradeep Aluru, "Advancing CRM Capabilities: A Comparative Analysis of Predictive Analytics Integration," International Journal of Computer Trends and Technology, vol. 72, no. 6, pp. 8-14, 2024. Crossref, https://doi.org/10.14445/22312803/IJCTT-V72I6P102

Abstract
The paper explores the incorporation of predictive analytics into Customer Relationship Management (CRM) systems and its impact on business operations and customer service. A comparison of Salesforce Einstein, Microsoft Dynamics 365 AI, and Pegasystems reveals varied capabilities in using artificial intelligence to enhance customer interactions. Focusing on Salesforce Einstein, a case study demonstrates its effectiveness in predicting hospital readmission for diabetic patients, with the eXtreme Gradient Boosting model outperforming the Generalized Linear Model. The analysis emphasizes the potential of predictive analytics to improve CRM strategies despite data handling and privacy challenges. Insights from this research indicate that correctly leveraged CRM tools with predictive analytics can lead to better decision-making and increased customer satisfaction.

Keywords
CRM, Pegasystems, Microsoft dynamics 365, Salesforce einstein.

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