FEATURE: COGNITIVE CRM
ALI SAFRI
Head of Presales and
Technology, Avanza Solutions.
team’s cross-selling skills to sell a
new product to a new customer.
Hence traditional CRMs have to
rely on human language, emotions
and human intelligence to process
structured or unstructured data.
Cognitive computing, however,
provides a promise to solve problems
of traditional CRMs. It is the latest
breakthrough in technology providing
natural language processing, machine
learning, human sentiment analysis,
tone analysis and trade off analytics.
Cognitive computing helps generate
unique insights from unstructured
data, making the systems reactive,
humanised and intelligent in real-time.
At the forefront of cognitive computing
discipline is IBM’s Watson which uses
natural language processing and
machine learning, among other AI
technologies, to reveal insights from
www.intelligentcio.com
AT THE FOREFRONT
OF COGNITIVE
COMPUTING
DISCIPLINE IS IBM’S
WATSON WHICH USES
NATURAL LANGUAGE
PROCESSING AND
MACHINE LEARNING,
AMONG OTHER AI
TECHNOLOGIES, TO
REVEAL INSIGHTS
FROM LARGE
AMOUNTS OF
UNSTRUCTURED AND
STRUCTURED DATA
large amounts of unstructured and
structured data. It employs reasoning
strategies that evolve to become more
sophisticated and handle increasingly
complex problems. Other players
like Microsoft Cognitive Services and
Google Deep Mind are not far behind.
Therefore, the next evolution of the
CRM system is naturally cognitive
technology combined with traditional
CRMs leading to a futuristic system
called Cognitive CRM. A man and
machine combination that promises
the following possibilities:
Better customer
serviceability:
Physical human agents are
scarce human resources. Imagine
calling up a helpline and waiting
in a queue as a customer - it leads
to dissatisfaction. With cognitive
technology intelligent bots who
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