TITLE:
Research on the Optimization of Artificial Intelligence-Driven Customer Relationship Management Systems
AUTHORS:
Xiangcan Li
KEYWORDS:
Artificial Intelligence, Customer Relationship Management, Fast-Moving Consumer Goods Retail, Precision Marketing
JOURNAL NAME:
Journal of Computer and Communications,
Vol.13 No.12,
December
4,
2025
ABSTRACT: This study focuses on the optimization of Artificial Intelligence-driven Customer Relationship Management (AI-CRM) systems, taking domestic fast-moving consumer goods (FMCG) retail enterprise A as the research object. By integrating transactional, behavioral, and textual data, an AI-CRM system covering precise customer segmentation, consumption demand prediction, and intelligent customer service optimization is constructed. The research adopts K-Means clustering, the LSTM neural network, and the BERT model to realize customer stratification, demand prediction, and sentiment analysis, respectively. After the system went online, the monthly average sales growth reached 340%, the marketing conversion rate increased to 23%, the customer churn rate dropped to 16%, and the customer service response time was shortened to 8 seconds. A control group experiment verified that AI technology directly contributed approximately 75% to sales growth, proving the significant effect of the AI-CRM system in improving enterprise operational efficiency and customer loyalty.