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1. Introduction
The customer relationship management (CRM) is considered as a strategic and tactical approach to grow, get and retain the potential customers of an organization for achieving sustainable profitability (Heide et al., 2007). For improving the CRM system in organizations, different information of the customers is needed to be collected and the information also needs to be protected (Nguyen and Simkin, 2017; Majumdar and Chattopadhyay, 2020). This would help the organization to understand the needs and the habits of the customers (Raghunathan, 1999; Wongsansukcharoen et al., 2015; Busagara et al., 2020). The CRM system leads the organization to change its focus from the traditional thinking on how to reduce production cost and enhance profit to the liking and disliking of the customers (Bose, 2002). In brief, the principal aim of the CRM system is to make the organizations’ focus on the customers (San Martína et al., 2016). The business approach of the organizations in the context of CRM involves the accurate analysis of the huge volume of customers’ data in an effective way (Real et al., 2006; Nguyen et al., 2014). However, by the human endeavor, it is highly difficult to manage and analyze such a huge volume of customers’ data in a cost-effective way. Here lies the necessity of applications of the new technology, artificial intelligence (AI) (Sahu and Gupta, 2007; Verma and Verma, 2013; San Martína et al., 2016). So, there is a necessity to apply AI integrated CRM system in organizations for analysis of such a huge volume of customer’ data in an easier and cost-effective way (Chatterjee et al., 2020a; Stone et al., 2020). Study has predicted that, by the applications of AI integrated CRM system, the global business revenue would increase by $1.1tn from 2017 to 2021 (Gantz et al., 2017). The CRM tool helps an organization to know the customers more systematically and methodically “by identifying a company’s best customers and maximizing the value from them by satisfying and retaining them” (Kennedy, 2006, p. 58). The AI integrated CRM system is essential for improving the analysis system of a huge volume of data of customers facing less complexity (Wen and Chen, 2010; Nguyen and Simkin, 2013; Chatterjee et...