The AI-powered green CRM: Enhancing trust, satisfaction, and engagement in the DFS
DOI:
https://doi.org/10.64171/JSRD.5.S2.244-250Keywords:
Green CRM, DFS, Customer satisfaction, Customer trustAbstract
In the financial sector, Artificial Intelligence (AI) stands out as a revolutionizing technology, offering the ability to enhance customer relationship management (CRM) with intelligent automation, predictive analytics, and tailored interactions. At the same time, there's significant attention being paid to sustainable finance, which has led to a growing sideline of financial institutions considering the inclusion of green practices in their engagements with customers. The Study explores the impact of AI in the digital financial services (DFS) industry, specifically the latter's role in promoting customer trust, satisfaction, engagement, and an awareness of sustainability in the Indian market. This research aims to analyze the impact of AI-powered CRM on customer trust and satisfaction, predict consumer behavior using AI and personalization, and understand how AI influences awareness and engagement in sustainable financial products or services. This study employs a descriptive research design and utilizes simple random sampling to select 200 respondents. The study shows that AI-integrated CRM is superior to traditional CRM practices in fostering stronger customer connections. It is anticipated that AI-powered Green CRM will create opportunities to enhance customer awareness, satisfaction, loyalty, and engagement in sustainable finance by offering personalized, transparent, and eco-friendly financial services. Although this study may not be fully representative of the entire Indian financial services sector, it offers valuable insights for financial institutions, policymakers, and AI researchers seeking to establish sustainable CRM practices and gain a competitive edge in India's fintech sector.
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