Current Applications of Machine Learning Techniques in CRM: A Literature Review and Practical Implications

Customer Relationship Management (CRM) has been an im-portant ally to companies willing to improve their customer experiences. Lately, Machine Learning (ML) and its techniques have been transforming the way companies interact with their customers through data analysis. This paper reviews the litera-ture on the application of ML techniques to improve CRM processes and provides an overview of used techniques and their application to each CRM dimension and element. In addition, the practical implications are analyzed based on re-cent developments of CRM tools in the field of ML. The paper delivers insights for future studies as well as for CRM tools willing to improve their analytical and automated services and features.