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What is the process for integrating sentiment analysis in a CRM? What I am searching for is a system which analyzes the customer comments or reviews using the CRM and finds out the customer sentiment on the services provided by the system or company or a product.

I have done a sentiment analyzer which takes text and shows the sentiment of the text. Now I want to integrate the above-mentioned sentiment analyzer to a CRM, how can I do that?

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  • $\begingroup$ This is surely going to depend 100% on the implementation of the CRM. Integration work involves understanding the specific system you are integrating with, and there is very little practical (in the "how to do it") that could be said about it in general, especially in the context of AI. If the CRM is completely outsourced and has an API that you are allowed to use, then the API docs are worth a look. Otherwise, your first task is probably to meet with the technology owner of the CRM system - within your own IT department or 3rd-party as appropriate for your project. $\endgroup$ – Neil Slater Sep 5 '18 at 11:48
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I interpret the question so, that the OP wants to know in which direction a literature search has to go. Because the topic he is asking for is very well researched by academics before. At first it is important to know, that the term CRM (Customer Relationship Management) is used in the business literature for describing marketing strategies and also for software which can be used in the intranet. This is a dead end, because It is very rare, that current management literature is already aware of artificial intelligence. The better starting point for a literature survey is the term "customer sentiment nlp", which is discussed in more mathematical motivated papers. The addition NLP (natural language processing) gives a rich amount of papers back, which are explaining how to clustering and annotate opinions of customers with the aim to build a model of it. Such models were used in later steps together with neural networks in so called opinion based databases.

Another potential direction for a literature search starts with the term "customer simulation". Here is the idea to simulate the behavior of customers in a huge computer game. The customers are agent, can make buying decisions at random and the results are feed into a model. Such a simulation can be run against an existing CRM system with the aim to fill it with pseudo-random-data.

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I got one paper on the integration of opinion mining in CRM, which helps to get an idea about the process involved.

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