From CRM to CXM: Strategic Marketing Shifts Enabled by Artificial Intelligence

The transition from Customer Relationship Management (CRM) to Customer Experience Management (CXM) represents a crucial shift in strategic marketing, driven by Artificial Intelligence (AI). This study reveals how AI technologies, machine learning (ML), natural language processing (NLP), computer vision, and generative AI enable personalized, seamless, and predictive customer experiences. Using the Delphi technique, insights from 15 global experts in marketing and AI were synthesized over 3 rounds, achieving 92% consensus on key trends. Findings highlight ML’s role in predictive analytics (mean rating: 4.8/5), enabling tailored recommendations, as seen in Amazon’s systems, and the impact of NLP on real-time engagement by chatbots. CXM fosters customer-centric strategies through personalization at scale, omnichannel integration, and proactive targeting, but faces challenges like data privacy (mean rating: 4.8/5) and implementation costs. Ethical AI frameworks and cross-industry learning, such as healthcare’s AI diagnostics, are proposed to address these barriers. This research offers a practical roadmap for organizations, recommending integrated AI platforms and transparent data practices to enhance CXM adoption. Future studies should explore bias mitigation and small and medium enterprises (SMEs) applications to ensure equitable, scalable solutions.