CRM
A CRM (customer relationship management) is the system in which you keep customers, contacts, agreements and sales opportunities, such as HubSpot, Pipedrive or Teamleader.
A CRM is only as good as the data in it. Once orders, invoices and customer contact flow in automatically from other systems, it becomes a customer view sales and service can truly act on. Maintaining it by hand never lasts long in practice.
For an AI agent the CRM is an important source: who is this customer, what was agreed, what is the pricing arrangement. With that context an answer or quote becomes precise instead of generic.
Other terms
System integration
System integration is connecting separate systems, such as web store, ERP, accounting and CRM, so data flows between them automatically and is the same everywhere.
Middleware
Middleware is the intermediate layer that sits between your systems and manages the traffic: translating formats, queueing, retrying and keeping track of what was exchanged.
Knowledge base (with AI)
An AI knowledge base is a searchable collection of your own documents, manuals and agreements, in which staff or customers ask a question in plain language and get an answer with a source.
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