magistrsko delo
Denis Gönc (Author), Simona Sternad (Mentor)

Abstract

V magistrskem delu smo preučili rabo umetne inteligence (AI) v najbolj napredni rešitvi za upravljanje odnosov s strankami (CRM) Salesforce. Na konkurenčnem trgu kombinacija CRM-rešitve in AI omogoča, da podjetja izstopajo od povprečja in postanejo učinovitejša pri poslovanju ter zmanjšajo svoje stroške. Prodajnikom se s tem pristopom olajša delo, saj AI daje priporočila za najboljši naslednji korak, pripomore k oblikovanju nadzornih plošč in vpogledov ter omogoča izdelavo raznih napovednih modelov. Zaradi avtomatizacije se lahko osredotočajo na druga bolj pomembna opravila. CRM-rešitve so že v osnovi zelo napredne, vendar dodatek AI izboljša njihove zmogljivosti in podjetjem omogoča, da presežejo zastavljene cilje. V prvem delu magistrske naloge smo najprej preučili AI, predstavili njeno zgodovino, opisali področja rabe in najbolj znane ponudnike. Preučili smo tudi okrepitev varnosti in predpostavke različnih znanstvenikov o njenem razvoju v prihodnosti. V nadaljevanju smo preučili CRM-rešitve, njihove značilnosti, prednost in slabosti, zgodovino, trende ter opisali tudi njene največje ponudnike . V drugem delu smo opisali vodilno CRM-rešitev Salesforce, predstavili njene produkte, opisali skupne stroške lastništva teh produktov in utemeljili, zakaj spada med najbolj priljubljene CRM-rešitve na svetu. V nadaljevanju smo opisali Einstein AI, ki je vgrajena v jedro platforme Salesforce in s svojim naborom rešitev zagotavlja napredne zmogljivosti. Na koncu smo opisali 12 študij primerov, s katerimi smo ugotavljali, kako podjetja iz različnih panog uporabljajo Einstein AI v vodilni CRM-rešitvi in kakšne rezultate so s tem dosegli.

Keywords

umetna inteligenca;upravljanje odnosov s strankami;CRM;strojno učenje;računalništvo v oblaku;informacijske rešitve;poslovna učinkovitost;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: D. Gönc
UDC: 004.8:658.89
COBISS: 81616387 Link will open in a new window
Views: 349
Downloads: 60
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Other data

Secondary language: English
Secondary title: Business effects of the use of artifical intelligence in CRM solution Salesforce
Secondary abstract: In the master's thesis, we examined the use of artificial intelligence (AI) in the most advanced customer relationship management (CRM) solution Salesforce. In a competitive market, the combination of CRM solutions and AI allows companies to stand out from the average and become more efficient in business and reduce their costs. This approach makes it easier for vendors to work, as AI gives recommendations for the best next step, helps design dashboards and insights, and enables the production of various forecasting models. Because of automation, they can focus on other more important tasks. CRM solutions are basically very advanced, but the addition of AI improves their capabilities and allows companies to exceed the set goals. In the first part of the master's thesis, we first studied AI, presented its history, described areas of use and the most well-known providers. We also examined the strengthening of security and the assumptions of various scientists about its development in the future. In the following, we examined CRM solutions, their characteristics, advantages and disadvantages, history, trends, and also described the largest providers of CRM solutions. In the second part, we described the leading CRM solution Salesforce, presented its products, described the total cost of ownership of these products and explained why it is one of the most popular CRM solutions in the world. The following is a description of the Einstein AI, which is built into the core of the Salesforce platform and provides advanced performance with its suite of solutions. Finally, we described 12 case studies to find out how companies from different industries use Einstein AI in a leading CRM solution and what results they have achieved with it.
Secondary keywords: Artificial Intelligence;Customer Relationship Management;Salesforce;Einstein AI;Machine Learning;Deep Learning;Cloud Solution;Case Studies;Business Impacts.;
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: III, 76 str.
ID: 13202384