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All Places > Partner Corner > Blog > 2020 > May

Amid an ongoing, global pandemic, companies are slowly starting to let nonessential workers back into their offices.

Whether you had to shut down completely or adapt to a fully or partially remote workforce, you’ve been adjusting to a new reality.


But what does this change mean to your customers?


How do you keep their needs front and center when you don’t fully know what tomorrow will bring?


Here are five ways to best support your customers right now: 


  1. Focus on the customer experience.

Thinking about what you’re doing internally isn’t the best way to amp up your customer service. Instead, think about what your customer is going through. What products and services do you have that would be useful to someone?


Keep lines of communication open with your customers and prospects. Give them accurate and up-to-date information about what’s going on in your business. And keep in mind the way this update will impact them.


However, this tactic does not involve overloading your customers and prospects with unnecessary information.


  1. Embrace new technology.

Here’s one of the best things to come out of COVID-19: Companies that were previously resistant to technology are quickly adapting to virtual meetings and other technology-based measures.


If you’re one of these companies, don’t turn away from technological advancement now. Embrace it. Think of the way you can keep improving on what you already have.


Maybe you started texting your customers because it was quick and easy. Did you know that you could more efficiently text them with Sugar Messaging? With this tool, you can text any record with a mobile number on the fly. And all texts are stored in the Messages subpanel under contacts, leads, etc.


Think about the way you can take the technology you’ve implemented one step further. Especially consider this tactic when it makes it easier to better serve your customers.


  1. Lean into data.

When your team members are scattered all over the place, systems that hold your important customer data (such as your customer service platform and CRM) become even more crucial.


Encourage team members to keep your CRM up to date with customer data. This practice will ensure everyone has all the information they need—no matter who has the next touchpoint with a client.


  1. Check in with your marketing strategy.

During times of uncertainty, companies tend to buckle down on sales and customer support and push marketing to the wayside. Many businesses are pausing marketing efforts, in the hopes they can simply restart their previous efforts within a few more weeks. But that’s unrealistic.


Here’s the truth: We don’t know what the new normal is yet. So what worked before might not work the same way again.

Dive into your marketing automation data and pinpoint the ways people are currently interacting with your brand. What types of content are they reading? How many people are coming to your landing pages from social media and other campaigns?


Do you have automated email campaigns running? Are they being opened and read?


No one wants to get bombarded with marketing messaging that isn’t relevant to them. Take an inventory of the ways people are currently engaging with your brand, and pivot your marketing plan accordingly.


  1. Take care of your team.

Most importantly, everyone has been going through a crisis they have never experienced before. Your team members are simultaneously juggling their work and home lives, and they could use support.


Taking care of employees may look different to different companies. If you have staff working from home, trust them to do their jobs. Don’t micromanage, and individually address issues as they arise.


Be transparent with your team about what’s going on in your company. Let them know the options they have for flexibility, as well as anything else they might need.



Since the business world is challenging right now, you must be a strong source of support for your customers. Take a breath, think about what their needs are, and adapt your plans accordingly. By following these steps, you can put your company back on the right track.

Businesses are finding it hard to keep up with the shift in consumer demand. With the advancement of technology, customers have increased their expectations for personalization, service, responsiveness, and delivery. For your business to be successful, you need to build strong relationships with your customers. But how do you do that? The obvious answer is by using a customer relationship management (CRM) system.


Traditional CRM was used as a database to achieve goals more straightforwardly. Initially, it was only used for gathering, storing, and structuring data for easy access. It didn’t play any role in the process of analysis and interpretation of data to provide meaningful insight.

Customer Relationship Management (CRM) is a critical requirement for large and growing enterprises operating in a competitive environment. A variety of tools and platforms enable sales and marketing professionals to build and strengthen their customer relationships. 


Artificial Intelligence has made it easier to predict user behavior and needs. AI and CRM together enable businesses to enhance their customer relationships.

Artificial intelligence, or AI, refers to the ability of machines to think and understand like humans. We have now provided machines with some capabilities that can do much more than just collecting and storing of data. With the help of AI, a system can process a huge chunk of data, analyze it and detect patterns to predict behavior, and also use the same insight to calculate risk.


AI has an abundant potential to boost the output of CRM tools. It can provide a holistic view of the customer’s entire journey from the prospect stage until retention.

Artificial Intelligence is steadily redefining the future of CRM. With the advancement in AI, the scope of automation is becoming wider. It will prompt customer relationship stakeholders to focus on more pressing issues. In brief, it will elevate the customer experience from the beginning to after-sales service.


How AI is Redefining the Future of Customer Service

Intelligent Automation: AI and CRM integration will enable organizations to restructure the workflow and automate manual chores intelligently. It will be used to evaluate sales funnel, predict customer behavior, and predict revenue with maximum accuracy. With predictive analysis, we can enable organizations to use historical performance data to make predictions about the future and take relevant actions.


As mentioned before, AI can help predict customers’ behavior based on past interactions. It uses the same insights to evaluate the sales funnels and forecast market dynamics with maximum accuracy. It allows businesses to take relevant actions that will have a positive impact. It entirely results in restructuring and automating the workflow, depending on the insights. For instance, it can help with lead scoring and assist in lead segmentation based on demographics, sales records, and more. 


Efficient Management of Data: Nowadays, a vast amount of information is generated every hour by interactions with consumers. This data can be used to gain insights into predicting buyer's behavior and formulate your business strategies accordingly.

Artificial intelligence is a useful resource when it comes to collecting and processing a massive amount of data. AI can help centralize all data from different social channels and digital interfaces into a single platform — CRM. It can then easily interpret and analyze them and provide value to the company’s objective. 

In essence, it will help effortlessly manage the marketing department by enabling them to respond to customers more quickly and efficiently. 


Advanced Customer Service Capabilities with NLP: Natural Language Processing is a type of machine learning. It understands the words, sentences, and context of your customer support queries. As a subset of artificial intelligence (AI), NLP interprets and analyzes customer’s verbal statements. Once it does, it provides them with an answer—all without human intervention.


Natural language processing (NLP) in AI is an essential speech recognition capability that can read, decipher, and make sense of the human languages. It can help the CRM platform to meaningfully analyze the textual context of customer emails and send them a precise response. 

At the same time, it can also provide real-time advice for sales pitches and course correction. NLP, combined with CRM tools, can help businesses to reveal their brand sentiments accurately, which will ultimately affect their marketing efforts. 


Transform your Business with Our Artificial Intelligence and CRM Expertise

Commercient provides CRM and ERP software integration solutions. We integrate +85 ERPs with Salesforce, Microsoft Dynamics CRM, Sugar CRM, Zoho CRM, and HubSpot CRM.

Commercient’s out-of-the-box “SYNC app”  is so easy to install. There’s no coding, no mapping, and no servers to manage on your end. Just download and go with easy access to sales and customer data when and where you need it.


Commercient SYNC can be set up to synchronize your ERP and CRM data as frequently as your business requires, once a day, every hour, or in real-time. SYNC is configurable to your company’s unique needs.


Examples of AI and CRM

Sugar CRM: Sugar CRM has recently launched an AI product called Hint. It automatically searches, tunes, and inputs personal and corporate profile details of prospective customers.


Salesforce Einstein: Salesforce Einstein is the first comprehensive AI for CRM that is designed for business to be smarter and more predictive about prospective customers. Einstein is powered by deep learning, Machine Learning, Predictive Analytics, and Data Mining.


Zoho: Zoho has a conversational AI assistant called Zia. It assists customers with everything from simple responses to complex analytics. We, at Oodles ERP, integrate Zoho products with enterprise applications to manage products, sales, marketing, recruitment, social media, and more.



A CRM is considered as the backbone of any business organization. In the end, you will see a vast improvement in the company’s bottom line. Investing in AI will help you optimize various processes - improved customer service, compelling sales pitches, increased retention rates, improved customer engagement, and more. Artificial intelligence will help create a better experience for both customers and sales representatives. The combination of AI and customer relationship management is a gateway to a more profitable business. 

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