How Can IT Leaders Prepare CRM for the GenAI Revolution?

As organizations delve into the ever-growing pool of generative AI (GenAI), it’s paramount for IT leaders to lay the groundwork for handling unstructured data. A significant portion of what fuels GenAI lies beyond the structured confines of traditional databases; thus, a meticulous strategy for managing unstructured data is essential. Start by mapping out the various sources of unstructured data across sales, service, finance, and marketing. Critically assess which applications harbor the most substantial archives of such data regarding their recency, quality, and relevance.

In your CRM system, take a thorough inventory of unstructured content, from case notes to campaign details. You must measure how effectively this wealth of information can be harnessed to streamline customer service operations and enhance self-service capabilities. An inclusive Master Data Management (MDM) catalog that encompasses all unstructured data and applications, equipped with a robust data quality scoring system, should be your next objective.

Pinpoint Sensitive Information to Avoid Detrimental Outcomes

Integrating GenAI within your CRM system requires a keen eye for differentiating sensitive data from the nonsensitive. This step is crucial for mitigating risks that can arise from inadvertent exposure. Forge a partnership with your Chief Information Security Officer (CISO) and the information security team to meticulously categorize data within your CRM and marketing systems. Be vigilant with personally identifiable information (PII), payment card industry (PCI) data, and other sensitive data that’s bound by compliance regulations.

Capitalize on the inherent capabilities of your CRM to flag sensitive fields and records, and seek approval from your compliance teams to solidify this classification. It’s also vital to train your CRM end users to steer clear of entering sensitive information into unstructured fields such as notes, and to set up systematic processes for flagging sensitive data as it emerges.

Establish Protocols, Assemble Teams, and Define Use Cases to Secure Executive Support

To leverage the potential of GenAI in your CRM, carefully define processes, form teams bridging business and IT, and pinpoint clear use cases to secure executive support. By homing in on business areas ripe for differentiation and productivity gains through GenAI, you set the stage for impactful integration. A cross-functional team should identify best practices, evaluate use cases, and foster an environment of ongoing learning and GenAI adaptation.

Keeping an eye on the financials, especially the costs tied to LLM queries, is crucial. Allocate resources for both oversight and innovative experiments. Continuously update the list of GenAI applications for enhancing staff capabilities and sharpening your sales edge. Moreover, regular meetings that educate executives on GenAI, weaving in external case studies and demonstrations, will underpin a successful GenAI journey. This strategic approach ensures your CRM system stays at the forefront of innovation.

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