The future of generative behavioral AI in CRMs

Welcome to the latest installment of our Future of Generative Behavioral AI series. This time, we’re exploring the transformative potential of AI on Customer Relationship Management (CRM) systems.

For commercial and e-commerce leaders, platforms like HubSpot and Salesforce have already revolutionized customer connections, replacing outdated, clunky processes with seamless, AI-powered interactions.

But at Quin AI, we believe this is just the beginning:

Picture a CRM so intelligent that it anticipates your needs before you even know them, allowing you to proactively resolve workflow bottlenecks and customer churn risks.

With generative behavioral AI (the technology that powers Quin AI), this future is within reach.

Intrigued? Let’s take a closer look at the evolution of CRMs and the possibilities that lie ahead.

How AI is currently used in CRMs

As we just hinted, today’s CRMs have evolved into powerful AI-assisted platforms that enhance productivity and deliver smarter, more personalized customer experiences.

HubSpot is leading the charge in this department. They're rolling out some pretty slick AI features, some of which are still in beta, that let users automatically create workflows, sales lists, and detailed reports just by entering simple prompts. On top of that, HubSpot is also using AI to take content creation, communication, and lead management to the next level, offering a smart automation experience that's changing how businesses handle their data.

Beyond HubSpot, other CRMs like Salesforce also leverage AI to elevate their capabilities. For instance:

• AI-powered recommendation systems to deliver personalized customer interactions.
• Predictive analytics to uncover new opportunities and drive proactive decision-making.
• Natural language processing (NLP) to analyze customer conversations and extract actionable insights
• Intelligent lead scoring to prioritize prospects most likely to convert, increasing sales efficiency.

Together, platforms like HubSpot and Salesforce showcase the transformative power of AI in CRM, empowering teams to move beyond routine tasks and focus on cultivating more meaningful customer relationships.

How generative behavioral AI can be used in the future for CRMs

Traditional AI has played a massive role in elevating the capabilities of CRMs. However, we believe this is just the beginning. We predict that the future of CRM systems lies in reducing our reliance on explicit prompts. So, instead of users asking, “What’s my next step?” a system fueled by generative behavioral AI will predict your team’s intent based on their real-time behavioral patterns.

For instance:

1. Anticipating user frustration and navigational issues

Future advancements in generative AI will allow CRMs to detect when a user is struggling with a task, like exporting a report, and immediately offer targeted solutions or guidance. For example, a notification might appear saying something like: "We noticed you're having trouble with this report. Here's a quicker way to handle it."  

Similarly, generative AI will be able to identify when users encounter difficulties navigating the CRM, providing timely shortcuts to streamline their experience.

2. Customized dashboards and automatic information delivery

For an enhanced user experience, CRMs could leverage generative AI to intelligently predict and display the information users are most likely seeking based on their in-the-moment interactions.

For example, by analyzing the reports or data you’re viewing, the CRM could update the dashboard to show the most relevant metrics, making it easier to quickly find the insights you need.

Or, consider a user who typically checks pipeline data every Monday. Their CRM could proactively display the latest pipeline updates at the beginning of the week, ensuring access to the required information when needed.

Personalized setups like this streamline daily workflows by eliminating the hassle of manual searches. This frees up valuable time for your team to focus on what truly matters – cultivating deeper connections with customers.

3. Task completion suggestions

Imagine you're working on a follow-up task for a lead but stop halfway through. In the near future, your CRM’s AI will be able to analyze your behavior in real-time and instantly offer tailored suggestions. For example, it might recognize your hesitation and prompt you with, "It looks like you’re setting a follow-up for this lead. Would you prefer to use the template from your last follow-up call or try a new one designed for quick responses?"

4. Predictive suggestions from your knowledge base

By monitoring active session data, generative AI will be able to accurately predict what users need at the moment and offer them useful self-help articles. For example, if a user shows signs of struggling to set up a new integration, the AI can instantly pinpoint the problem and provide a troubleshooting guide for API connections - delivering precise support at the perfect moment

5. Live optimization during email composition

While a user drafts an email to a lead, a CRM powered by generative AI will be able to leverage real-time behavior prediction to deliver tailored insights and actionable suggestions. For example, the AI might prompt: “This lead is likely to respond well to detailed technical content. Kick off your email by highlighting your latest feature updates to drive engagement.”

Why this matters for businesses

If 2024 has taught us anything, it's that AI will continue to get increasingly sophisticated, and as it does, we anticipate that CRMs will begin to embrace generative behavioral AI in a big way.

So, what does this mean for businesses?

Instead of waiting to notice problems or relying on manual inputs, businesses can depend on a CRM to predict and solve issues in advance. This proactive, emotionally intelligent approach boosts productivity and improves customer satisfaction.

Other key benefits include:

• Increased efficiency: By automating problem-solving and reducing the need for manual prompts, teams can focus on high-value tasks.
• Enhanced customer retention: Emotionally aware systems can address customer frustrations before they escalate, leading to better retention rates.
• Greater scalability: As CRMs become smarter, they enable businesses to scale operations without much manual input.

How CRMs and SaaS businesses can benefit from generative behavioral AI today

While generative behavioral AI holds incredible potential for the future, SaaS businesses don’t have to wait to start reaping all of its benefits. The full impact of generative behavioral AI for CRMs may still be on the horizon, but forward-thinking businesses are already finding ways to use this technology to improve their customer targeting and engagement.

For example, Quin AI equips SaaS businesses, including CRMs, with the power to harness predictive audience analytics. This tool forecasts customer behaviors by analyzing real-time interactions from active session data.

With this advanced technology, Quin AI facilitates the creation of highly customized experiences tailored precisely to the needs and predicted behaviors of individual users. By incorporating Quin AI, SaaS companies can engage customers more effectively, delivering precisely targeted and timely interactions that resonate strongly and meaningfully within the context of their current activities.

Here’s a closer look at how SaaS businesses can harness generative behavioral AI today:

• Audience targeting fuelled by accurate behavior prediction: By utilizing Quin AI to analyze customer behavior, SaaS businesses can accurately predict the future actions of their users. This insight enables companies to tailor content, offers, and messaging that meet the specific needs and interests of each customer, ensuring interactions are both relevant and engaging.
• Real-time personalization: Generative behavioral AI enables SaaS companies to craft hyper-personalized user journeys. Whether it’s adjusting website layouts, recommending specific features, or tailoring pricing pages, businesses can ensure every interaction feels bespoke.
• Proactive engagement: Generative behavioral AI helps SaaS businesses anticipate customer needs before they arise. For example, it can identify when a potential buyer is close to converting and trigger timely, context-aware nudges, like a chatbot offering help.

The bottom line: While the future of generative behavioral AI is incredibly promising, some of its benefits are already accessible to SaaS companies today, especially those looking to boost their lead conversion efforts. By leveraging this technology, businesses can analyze customer behavior, deliver personalized experiences, and proactively engage prospects at the optimum time, transforming how they attract and convert leads in real-time.

The evolution of CRMs is upon us

The potential for generative behavioral AI to revolutionize CRM systems is clear. By moving beyond reactive problem-solving, CRMs powered by this advanced technology will predict challenges and offer proactive solutions. This shift enhances efficiency and fosters stronger customer relationships through emotionally intelligent, personalized interactions.

At Quin AI, we’re excited to be at the forefront of this technology. Our mission is to make AI-powered prediction and insights accessible and impactful for every enterprise. With tools that predict behavior, personalize experiences, and drive smarter decision-making, Quin AI is ready to help you stay ahead of the curve.