CUSTOMER RELATIONSHIP MANAGEMENT:TRADITIONAL AND ARTIFICIAL INTELLIGENCE-DRIVEN MODELS IN THE DIGITAL AGES by Dr.Thota Siva Ratna Sai,Dr.Madhura Raghava Reddy,Mr.G.L.N.Sravan Kumar,Thirumalasetty Nagalakshmi

The book “Customer Relationship Management: Traditional and Artificial Intelligence-Driven Models in the Digital Age” represents a collaborative effort by academicians, researchers, and industry professionals to address the evolving landscape of customer relationship management (CRM) in a rapidly digitalizing world. It explores how traditional relationship-building principles have transformed under the influence of data analytics, automation, artificial intelligence (AI), and digital communication channels that define modern business ecosystems.
In the contemporary business environment, customer engagement strategies have shifted from being transaction-focused to relationship-oriented, supported by intelligent systems capable of understanding, predicting, and responding to customer behaviors in real time. This book aims to provide a comprehensive understanding of both the classical foundations of CRM and the revolutionary AI-driven methods now shaping organizational decision-making, marketing automation, customer analytics, and personalized experience design.
Each chapter in this volume has been contributed by domain experts from academia and industry who bring diverse perspectives and empirical insights to the subject. The content spans the core areas of CRM principles, lifecycle management, data-driven customer segmentation, loyalty metrics, digital marketing integration, predictive modeling, and ethical AI practices. The book combines theoretical frameworks with practical case studies and contemporary applications, helping readers bridge the gap between conceptual understanding and real-world implementation.
This multi-author collaboration caters to a broad audience, including students, faculty, business practitioners, and researchers. It serves as an ideal academic reference for undergraduate and postgraduate courses in marketing, management, and information systems, while also offering valuable insights for professionals developing customer-centric strategies in AI-driven environments.
The authors extend heartfelt gratitude to all contributors for their scholarly chapters, to reviewers for their detailed inputs, and to their respective institutions for the support and encouragement provided during the development of this work. The efforts of the publishing team in facilitating production and maintaining high academic standards are also deeply appreciated.
It is our earnest hope that this book will serve as a significant contribution to the understanding of CRM in the digital era and inspire further innovations at the intersection of customer analytics, artificial intelligence, and sustainable relationship management.