IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v199y2025ics0148296325003546.html

Artificial intelligence in customer relationship management: A systematic framework for a successful integration

Author

Listed:
  • Ledro, Cristina
  • Nosella, Anna
  • Vinelli, Andrea
  • Dalla Pozza, Ilaria
  • Souverain, Thomas

Abstract

This paper explores the integration of artificial intelligence (AI) applications into customer relationship management (CRM), focusing on how organizations can implement AI successfully in this context.

Suggested Citation

  • Ledro, Cristina & Nosella, Anna & Vinelli, Andrea & Dalla Pozza, Ilaria & Souverain, Thomas, 2025. "Artificial intelligence in customer relationship management: A systematic framework for a successful integration," Journal of Business Research, Elsevier, vol. 199(C).
    • Handle: RePEc:eee:jbrese:v:199:y:2025:i:c:s0148296325003546
    DOI: 10.1016/j.jbusres.2025.115531
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296325003546
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2025.115531?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Thrassou, Alkis & Ghosh, Soumya Kanti, 2021. "Adoption of artificial intelligence-integrated CRM systems in agile organizations in India," Technological Forecasting and Social Change, Elsevier, vol. 168(C).
    2. Loureiro, Sandra Maria Correia & Guerreiro, João & Tussyadiah, Iis, 2021. "Artificial intelligence in business: State of the art and future research agenda," Journal of Business Research, Elsevier, vol. 129(C), pages 911-926.
    3. Gupta, Shaphali & Ramachandran, Divya, 2021. "Emerging Market Retail: Transitioning from a Product-Centric to a Customer-Centric Approach," Journal of Retailing, Elsevier, vol. 97(4), pages 597-620.
    4. Roland T. Rust & Ming-Hui Huang, 2014. "The Service Revolution and the Transformation of Marketing Science," Marketing Science, INFORMS, vol. 33(2), pages 206-221, March.
    5. Suresh Malodia & Shaphali Gupta & Anand Kumar Jaiswal, 2020. "Reverse innovation: a conceptual framework," Journal of the Academy of Marketing Science, Springer, vol. 48(5), pages 1009-1029, September.
    6. Holmlund, Maria & Van Vaerenbergh, Yves & Ciuchita, Robert & Ravald, Annika & Sarantopoulos, Panagiotis & Ordenes, Francisco Villarroel & Zaki, Mohamed, 2020. "Customer experience management in the age of big data analytics: A strategic framework," Journal of Business Research, Elsevier, vol. 116(C), pages 356-365.
    7. De Bruyn, Arnaud & Viswanathan, Vijay & Beh, Yean Shan & Brock, Jürgen Kai-Uwe & von Wangenheim, Florian, 2020. "Artificial Intelligence and Marketing: Pitfalls and Opportunities," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 91-105.
    8. Malthouse, Edward C. & Haenlein, Michael & Skiera, Bernd & Wege, Egbert & Zhang, Michael, 2013. "Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 270-280.
    9. Francesca Bonetti & Matteo Montecchi & Kirk Plangger & Hope Jensen Schau, 2023. "Practice co-evolution: Collaboratively embedding artificial intelligence in retail practices," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 867-888, July.
    10. Thomas Davenport & Abhijit Guha & Dhruv Grewal & Timna Bressgott, 2020. "How artificial intelligence will change the future of marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 24-42, January.
    11. Sagarika Mishra & Michael T. Ewing & Holly B. Cooper, 2022. "Artificial intelligence focus and firm performance," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1176-1197, November.
    12. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.
    13. Makarius, Erin E. & Mukherjee, Debmalya & Fox, Joseph D. & Fox, Alexa K., 2020. "Rising with the machines: A sociotechnical framework for bringing artificial intelligence into the organization," Journal of Business Research, Elsevier, vol. 120(C), pages 262-273.
    14. Puliga, Gloria & Urbinati, Andrea & Franchin, Enrico Maria & Castegnaro, Stefano, 2023. "Investigating the drivers of failure of research-industry collaborations in open innovation contexts," Technovation, Elsevier, vol. 119(C).
    15. Ming-Hui Huang & Roland T. Rust, 2021. "A strategic framework for artificial intelligence in marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 30-50, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Volkmar, Gioia & Fischer, Peter M. & Reinecke, Sven, 2022. "Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management," Journal of Business Research, Elsevier, vol. 149(C), pages 599-614.
    2. Jeon, Yongwoog Andrew, 2022. "Let me transfer you to our AI-based manager: Impact of manager-level job titles assigned to AI-based agents on marketing outcomes," Journal of Business Research, Elsevier, vol. 145(C), pages 892-904.
    3. Sullivan, Yulia & Fosso Wamba, Samuel, 2024. "Artificial intelligence and adaptive response to market changes: A strategy to enhance firm performance and innovation," Journal of Business Research, Elsevier, vol. 174(C).
    4. Giacomo Zatini, 2025. "Conditions of use and impacts of artificial intelligence in marketing practices: a mixed-method literature review," Italian Journal of Marketing, Springer, vol. 2025(3), pages 293-329, September.
    5. Yao, Qi & Hu, Chao & Zhou, Wenkai, 2024. "The impact of customer privacy concerns on service robot adoption intentions: A credence/experience service typology perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    6. Jifeng Mu & Jonathan Z. Zhang, 2025. "Artificial intelligence marketing usage and firm performance," Journal of the Academy of Marketing Science, Springer, vol. 53(4), pages 1081-1134, July.
    7. Samer Elhajjar & Laurent Yacoub & Hala Yaacoub, 2023. "Automation in business research: systematic literature review," Information Systems and e-Business Management, Springer, vol. 21(3), pages 675-698, September.
    8. Roy, Sanjit K. & Tehrani, Ali N. & Pandit, Ameet & Apostolidis, Chrysostomos & Ray, Subhasis, 2025. "AI-capable relationship marketing: Shaping the future of customer relationships," Journal of Business Research, Elsevier, vol. 192(C).
    9. Sreedhar Madhavaram & Radha Appan, 2024. "AI for marketing: Enabler? Engager? Ersatz?," AMS Review, Springer;Academy of Marketing Science, vol. 14(3), pages 258-277, December.
    10. Brendan James Keegan & Denis Dennehy & Peter Naudé, 2024. "Implementing Artificial Intelligence in Traditional B2B Marketing Practices: An Activity Theory Perspective," Information Systems Frontiers, Springer, vol. 26(3), pages 1025-1039, June.
    11. Vatroslav Å kare, 2024. "Transforming Customer Experience through Artificial Intelligence: The Marketers’ Perspective," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 36(2), pages 153-167.
    12. Wang, Lei & Zhou, Yahong & Chiao, Benjamin, 2023. "Robots and firm innovation: Evidence from Chinese manufacturing," Journal of Business Research, Elsevier, vol. 162(C).
    13. Akter, Shahriar & Hossain, Md Afnan & Sajib, Shahriar & Sultana, Saida & Rahman, Mahfuzur & Vrontis, Demetris & McCarthy, Grace, 2023. "A framework for AI-powered service innovation capability: Review and agenda for future research," Technovation, Elsevier, vol. 125(C).
    14. Erik Hermann & Gizem Yalcin Williams & Stefano Puntoni, 2024. "Deploying artificial intelligence in services to AID vulnerable consumers," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1431-1451, October.
    15. Sagarika Mishra & Michael T. Ewing & Holly B. Cooper, 2022. "Artificial intelligence focus and firm performance," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1176-1197, November.
    16. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    17. Zhang, Fan & Pan, Jieyi, 2025. "Imitation: Mitigating AI backfire," Journal of Business Research, Elsevier, vol. 193(C).
    18. Erik Hermann, 2022. "Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective," Journal of Business Ethics, Springer, vol. 179(1), pages 43-61, August.
    19. Moore, Simon & Bulmer, Sandy & Elms, Jonathan, 2022. "The social significance of AI in retail on customer experience and shopping practices," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    20. van Giffen, Benjamin & Herhausen, Dennis & Fahse, Tobias, 2022. "Overcoming the pitfalls and perils of algorithms: A classification of machine learning biases and mitigation methods," Journal of Business Research, Elsevier, vol. 144(C), pages 93-106.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:199:y:2025:i:c:s0148296325003546. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.