{"id":6864,"date":"2024-05-09T01:35:46","date_gmt":"2024-05-09T01:35:46","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=6864"},"modified":"2025-03-20T10:34:03","modified_gmt":"2025-03-20T02:34:03","slug":"ai-powered-crm-research","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/ai-powered-crm-research\/","title":{"rendered":"AI Trends from Singapore and the World Reveal Keys to Success"},"content":{"rendered":"\n<p>Nine out of ten leaders know a strong data strategy is critical to AI success \u2013 so why are only a third of them integrating a unified data strategy across their company? In January 2024, Salesforce commissioned Forrester Consulting to find answers to these gaps and more in the rapidly developing AI landscape.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/ai-powered-crm\/\" target=\"_blank\" rel=\"noreferrer noopener\">The research<\/a>, conducted with 773 business leaders in 14 countries, including Singapore, sheds light on global business decision-makers\u2019 mindsets around AI-powered CRM. These trends prove that regardless of fast shifts in AI, there are certain foundational principles that companies must prioritise for growth.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Keep up with global trends in AI<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Salesforce commissioned Forrester Consulting to survey 773 global decision-makers to find out how they succeed with AI-powered CRM \u2014 and what it all means for you.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/ai-powered-crm\/\">See what&#039;s new<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p>Before we explore these key success factors and recommendations, let\u2019s understand the current state of AI-powered CRM in Singapore. Compared to the global average, business leaders in Singapore are generally more aware of the importance of data strategy and employee trust in AI but are less likely to have a formal data strategy or the data skills necessary for success.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><\/td><td>Singapore<\/td><td>Global<\/td><\/tr><tr><td>A strong data strategy is critical for CRM success<\/td><td>96%<\/td><td>91%<\/td><\/tr><tr><td>We have a formal data strategy integrated across the business<\/td><td>30%<\/td><td>34%<\/td><\/tr><tr><td>Trust is critical or important when considering an AI vendor<\/td><td>92%<\/td><td>96%<\/td><\/tr><tr><td>Employee buy-in to trust AI needs to occur for us to benefit from AI-powered CRM<\/td><td>52%<\/td><td>45%<\/td><\/tr><tr><td>The top technical challenge with our current CRM<\/td><td>Over-reliance on IT<\/td><td>Data quality issues<\/td><\/tr><tr><td>Lack of analytics and data science skills is an organisational challenge with our current CRM<\/td><td>50%<\/td><td>32%<\/td><\/tr><\/tbody><\/table><figcaption class=\"wp-element-caption\"><strong>Report Snapshot: What Singaporean business leaders are saying<\/strong><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-gaps-in-basic-ai-understanding-reveal-room-for-growth\">Gaps in basic AI understanding reveal room for growth<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/ai-powered-crm\/\" target=\"_blank\" rel=\"noreferrer noopener\">The research<\/a> reveals Singaporean organisations are embracing AI across various CRM use cases. But, it\u2019s not all smooth sailing. The research uncovers critical gaps that could impact the success of AI adoption in CRM.<\/p>\n\n\n\n<p>Here\u2019s a striking revelation: Despite all respondents making plans to adopt AI, only half were able to choose the correct definition for both predictive and generative AI when presented with both side by side.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Predictive AI: analyses existing data to make forecasts<\/li>\n\n\n\n<li>Generative AI: creates new content based on learned patterns<\/li>\n<\/ul>\n\n\n\n<p>Considering that an AI strategy likely encompasses both types of AI models \u2013&nbsp; which serve specific purposes and goals \u2013 this signals an opportunity for more comprehensive education. People need to know the specific use cases each type of AI enables, the anticipated business outcomes, and how to design a strategic plan for AI grounded in those goals.&nbsp;<\/p>\n\n\n\n<p>Another key finding is the significant gap in data maturity and readiness. While 96% of Singaporean leaders emphasise the importance of a robust data strategy, only 30% claim to have one implemented across their business. Bridging this gap is crucial to using AI effectively.<\/p>\n\n\n\n<p>Trust also emerges as a primary concern, with respondents citing security issues and scepticism about the output quality of generative AI. Fear of unintentionally exposing private customer data and potential damage to brand reputation looms large as barriers to purchasing generative AI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-three-foundations-for-strong-ai-powered-crm\">Three foundations for strong AI-powered CRM<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-ready-your-data\">1. Ready your data<\/h3>\n\n\n\n<p>Data quality and availability is the crux of successful AI implementation. Over 62% of Singaporean survey respondents agree that improved data quality is essential \u2013 significantly higher than the 53% global average. Despite its importance, they indicated that their top challenges with their organisation\u2019s CRM include data quality issues and a lack of data skills.&nbsp;<\/p>\n\n\n\n<p>On the flip side, companies with a higher degree of data maturity are not only more likely to have adopted AI already but also are more likely to use a unified CRM across their business, thus realising greater front-office productivity and impact to customer satisfaction.<br><br><strong>Our recommendations:<\/strong> Focus on cleaning your data, eliminating silos, and ensuring a holistic view of customer data. Take a balanced approach to data maturity aligned with your strategic goals. Knowing it\u2019s not realistic to improve everything at once, work to understand the specific data requirements needed to deliver your AI use cases in a phased approach. Most importantly, keep data quality and availability front and centre as you build a strategy in tandem with AI.&nbsp;<\/p>\n\n\n\n<p><strong>Data readiness in action: <\/strong><a href=\"https:\/\/www.salesforce.com\/ap\/resources\/customer-stories\/cp-lotus\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lotus\u2019s,<\/a> a prominent retail brand with over 2500 outlets across Thailand and Malaysia, underwent a technological infrastructure transformation with Salesforce. Prior to this overhaul, the company grappled with fragmented and monolithic systems that affected its ability to understand customer behaviours and deliver personalised experiences, Leveraging <a href=\"https:\/\/www.salesforce.com\/ap\/products\/marketing-cloud\/customer-data-platform\/\" target=\"_blank\" rel=\"noreferrer noopener\">Data Cloud for Marketing<\/a>, Lotus\u2019s successfully unified data from diverse sources, reduced its customer record volume by half, and gained a complete view on its 9 million-strong customer base. With the integration of <a href=\"https:\/\/www.salesforce.com\/ap\/products\/marketing-cloud\/overview\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Cloud,<\/a> the brand now adeptly crafts tailored customer experiences through automated journeys.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-build-trust-in-ai\">2. Build trust in AI<\/h3>\n\n\n\n<p>Building trust is a must in AI. Almost all Singaporean respondents (92%) said that trust is important \u2013 or even critical \u2013&nbsp; when partnering with an AI vendor. Genuine concerns about unintentionally exposing private customer data, infringing copyright, or violating data regulatory compliance requirements raise a lot of questions. Specifically, organisations are seeking vendors who already have security protections \u2013 such as data masking (the practice of anonymising sensitive data)&nbsp; \u2013 baked into the tool. Another way to protect from potential risk is to choose a vendor that offers AI as part of their core CRM offering, so there are no extra hoops or complexities with trying to integrate an outside source.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Our recommendations: <\/strong>Work with a trusted AI vendor that provides meticulous management of both AI inputs and outputs. Your data should be masked when shared with any large language models. When considering a vendor-hosted or external model, ensure that the context of inputs and prompts will not be stored and you never lose control over the use of your data. Beyond privacy and security concerns, prompts and outputs should be automatically scanned for harmful outputs. Finally, depending on the AI use case, consider keeping a human in the loop to ensure quality, accuracy, and trust.<\/p>\n\n\n\n<p><strong>Trusted AI in action<\/strong>With trusted AI and data, Salesforce is increasing customer trust and improving experiences for Indonesia-based end-to-end delivery service <a href=\"https:\/\/www.salesforce.com\/ap\/resources\/customer-stories\/lion-parcel\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lion Parcel<\/a>. <a href=\"https:\/\/www.salesforce.com\/ap\/products\/service\/\" target=\"_blank\" rel=\"noreferrer noopener\">Service Cloud<\/a> helps it understand customer behaviours and drive personalisation with customer segmentation, leading to a 73% reduction in resolution times. And with <a href=\"https:\/\/www.salesforce.com\/ap\/products\/platform\/\" target=\"_blank\" rel=\"noreferrer noopener\">Einstein 1<\/a> making it easier for customers to self-serve, 90% of WhatsApp interactions are now handled by AI, leading to a 40% improvement in cost efficiency.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-make-space-for-education-and-upskilling\">3. Make space for education and upskilling<\/h3>\n\n\n\n<p>As AI becomes embedded in organisations, 42% of Singaporean respondents agreed that <a href=\"https:\/\/www.salesforce.com\/blog\/learn-ai-skills-on-trailhead\/\" target=\"_blank\" rel=\"noreferrer noopener\">continuous upskilling<\/a> is necessary. This, paired with the general lack of understanding around AI concepts, highlights the opportunity for a <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/leading-ai-companies\/\" target=\"_blank\" rel=\"noreferrer noopener\">thoughtful approach<\/a> to AI education. Additionally, they noted that a lack of data skills is a primary challenge with the current use of their CRM systems.<\/p>\n\n\n\n<p><strong>Our recommendations: <\/strong>Beyond ensuring employees have a general understanding of your AI strategy and goals, start tactically with employee training to <a href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/prompt-fundamentals?_ga=2.102362369.1449278681.1711331654-1779640758.1605057056\" target=\"_blank\" rel=\"noreferrer noopener\">create and refine prompts<\/a>. A prompt is a detailed instruction provided to a large language model to help it generate an output. A better prompt yields a better, more relevant output from the AI model. Every employee can be a <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/generative-ai-prompts\/\" target=\"_blank\" rel=\"noreferrer noopener\">prompt enginee<\/a>r \u2013 this training will maximise the potential benefit of AI while helping people work more efficiently. In addition, establishing corporate policies that educate employees to evaluate AI outputs for accuracy, bias, toxicity, and potential harm is essential.&nbsp;<\/p>\n\n\n\n<p><strong>Upskilling in action<\/strong><\/p>\n\n\n\n<p>Internal communication can be a barrier to the successful implementation of any new systems, so when <a href=\"https:\/\/www.salesforce.com\/ap\/resources\/customer-stories\/lion-parcel\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lion Parcel<\/a> embarked on its digital transformation with Salesforce, it also made sure to optimise internal workflows and connect teams with <a href=\"https:\/\/www.salesforce.com\/ap\/products\/slack\/\" target=\"_blank\" rel=\"noreferrer noopener\">Slack<\/a>. Customer segmenting from <a href=\"https:\/\/www.salesforce.com\/ap\/products\/service\/\" target=\"_blank\" rel=\"noreferrer noopener\">Service Cloud<\/a> also means agents can be trained to provide specialised service for critical interactions, with AI able to handle more routine contacts.&nbsp;<\/p>\n\n\n\n<p>See how top leaders make the most of their AI investments by creating strong data practices, a culture of continuous learning, and unwavering trust. These insights and more can be found in the <a href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/ai-powered-crm\/\" target=\"_blank\" rel=\"noreferrer noopener\">full study<\/a>, so your team can create a foundation of excellence with your own AI-powered CRM.<\/p>\n\n\n\n<div class=\"layout-five wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Close the data strategy gap<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">See how companies around the world are overcoming challenges and successfully harnessing AI-powered CRM.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/ai-powered-crm\/\">Read report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-five.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-five.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-five.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Despite the ever-growing buzz of use cases, there are three foundations to stay grounded in when perfecting your AI-powered CRM.<\/p>\n","protected":false},"author":28,"featured_media":6865,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"37742afe874546bc8152a2e0517b4cad","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[23],"sf_content_type":[],"coauthors":[307],"class_list":["post-6864","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-artificial-intelligence"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>AI Trends from Singapore and the World Reveal Keys to Success - Salesforce<\/title>\n<meta name=\"description\" content=\"Discover key insights on AI and CRM in 2024, with a focus on the state of digital transformation and data strategy in Singapore.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ap\/blog\/ai-powered-crm-research\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI Trends from Singapore and the World Reveal Keys to Success\" \/>\n<meta property=\"og:description\" content=\"Discover key insights on AI and CRM in 2024, with a focus on the state of digital transformation and data strategy in Singapore.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/ap\/blog\/ai-powered-crm-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2024-05-09T01:35:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-20T02:34:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/05\/Stocksy-Nuria-Segui.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"768\" \/>\n\t<meta property=\"og:image:height\" content=\"512\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Salesforce Staff\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Salesforce Staff\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/ai-powered-crm-research\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/ai-powered-crm-research\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/#\/schema\/person\/image\/06fa0bccdbf9a256843c9bf5d694c153\"}],\"headline\":\"AI Trends from Singapore and the World Reveal Keys to Success\",\"datePublished\":\"2024-05-09T01:35:46+00:00\",\"dateModified\":\"2025-03-20T02:34:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/ai-powered-crm-research\/\"},\"wordCount\":1324,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/ai-powered-crm-research\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/05\/Stocksy-Nuria-Segui.webp\",\"inLanguage\":\"en-SG\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/ap\/blog\/ai-powered-crm-research\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/ai-powered-crm-research\/\",\"url\":\"https:\/\/www.salesforce.com\/ap\/blog\/ai-powered-crm-research\/\",\"name\":\"AI Trends from Singapore and the World Reveal Keys to Success - 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