ROLE OF AI IN CUSTOMER RELATIONSHIP MANAGEMENT: A PERSPECTIVE FROM E-COMMERCE IN THE POST-COVID ERA

Background: In the post-pandemic environment, it is crucial to comprehend how consumer behavior has changed. Business continuity is impacted by e-commerce enterprises' capacity to comprehend these behavioral shifts. This paper attempts to provide a bridge between customer relationship management (CRM) and other variables such e-commerce. This bridge is specifically discussed in post-pandemic period. Customers are becoming more aware of e-commerce and using it to fulfill their demands. In an effort to manage customer happiness in the post-pandemic period, businesspeople are simultaneously anticipating this consumer behavior through strengthening CRM.

Methodology: The researcher has employed descriptive research method. Research has used quantitative in nature where the researchers have collected primary data from the customer relationship manager in the e-commerce company say Amazon. 45 Amazon employees were taken as sample.

Results: Artificial Intelligence plays a significant part in preserving customer relationships by offering dependable services and retaining customers for extended durations than normal. Customers are becoming more involved with the e-commerce industry following the pandemic for a variety of reasons. This includes its easy-to-use interface and ease of payment. The one click order of wide range of goods along with automated recommendations on the basis of searches is attracting consumers.