Authors: Dr. Neha Bhat, Mr. Amit Punia
Abstract: The convergence of Customer Relationship Management (CRM) systems with digital marketing techniques has significantly transformed how organizations interact with their customers. In today’s digital economy, data-driven decision-making is essential. By integrating CRM with technologies such as Artificial Intelligence (AI), Machine Learning (ML), and Cloud Computing, businesses can enhance personalization, accurately segment customers, and foster greater loyalty. This paper adopts a computer science-centric approach to examine the architecture, intelligent algorithms, and system integration techniques that enable CRM to serve as an effective digital marketing tool. Real-world case studies from Amazon, Salesforce, and Zoho demonstrate how CRM systems contribute to operational efficiency, improved conversion rates, and long-term customer engagement. A technical framework for AI-enhanced CRM in omnichannel environments is also proposed.
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