AI for Executives: AI for Customer Relationship Management

AI for Customer Relationship Management (CRM) shows executives how to use artificial intelligence to deepen customer insight, personalize engagement, and scale service—without coding. You’ll build richer customer profiles by integrating behavioral, transactional, and external data; explore graph-based community modeling to understand relationships; and apply predictive analytics for churn, next-best-action, and customer lifetime value. You’ll practice sentiment and voice analytics to capture the “voice of the customer,” then design personalized experiences with recommendations, targeted campaigns, and human-in-the-loop programs. The course also covers intelligent virtual assistants and LLM-powered support, sales enablement (lead scoring, cross-sell), dynamic pricing, and fraud detection with security and compliance in mind. Finally, you’ll develop an AI-driven CRM strategy—roadmapping technology choices, aligning initiatives to business goals, managing change, and addressing ethics and governance. By the end, you’ll be able to evaluate use cases, choose appropriate techniques, and lead responsible AI adoption across marketing, sales, and service

• Build unified customer profiles; apply predictive analytics for churn, next-best-action, and customer lifetime value
• Design personalized engagement using recommendations, intelligent virtual assistants, and LLM-powered support
• Implement responsible AI in CRM—privacy, security, fraud prevention—and create an executive roadmap aligned to business goals and change management

• No deep prior experience is required, but basic computer and internet skills are helpful
• Ability to read course instructions in English and complete short practice activities