ChatGPT and CRM: The Future of Customer Engagement

WalkMe Team
By WalkMe Team
Updated August 14, 2023

The business MVP for 2023 has got to be ChatGPT. And for good reason! This powerful LLM (large language model) generative AI tool is the most disruptive technology we have seen for decades. 

But we need to ask how it can help us in business to get an edge over competitors and how it helps us deliver even more powerful and memorable customer experiences within our CRM (customer relationship management) efforts. 

To help you forge a groundbreaking new relationship between ChatGPT and CRM software throughout your entire sales process, we have split this article into the following sections:

  • What is CRM-ChatGPT?
  • Why should companies use ChatGPT to unlock the power of their CRM?
  • What are the five strategies for using ChatGPT with your CRM?
  • What are the limitations of using ChatGPT for CRM?

What is CRM-ChatGPT?

The combination of CRM tools and Chat-GPT combines managing customer relationships with the speed and efficiency to collect information and use research from various sources to determine what your customers want now and in the future for the best sales management outcomes.

Check out the IGLeads video below for a visual representation of the power of ChatGPT alongside a CRM, as the organization generated 40,000 leads a month. 

Using CHATGPT To Generate Over 40,000 + Leads Per Month | Step-By-Step Guide

Why should companies use ChatGPT to unlock the power of their CRM?

Why should companies use ChatGPT to unlock the power of their CRM_ (1)

There are many reasons companies should use ChatGPT to unlock the power of their CRM, beginning with that all-important, yet often elusive, competitive edge.

Competitive Edge

It would be a huge missed opportunity to ignore the potential of Chat-GPT as other organizations, such as Salesforce, are already adapting LLMs, such as Einstein GPT, for its benefits to CRM, as shown in the one-minute-long video below. 

Introducing Einstein GPT: The World’s First Generative AI for CRM | Salesforce

Digital Resilience

Digital transformations never end, and keeping up with the latest tech trends is essential for your organization to remain successful and financially sustainable through digital resilience

Becoming digitally resilient can lead to customer retention as your contact management becomes streamlined.

Customer Demands

Customer demands are constantly changing, and two ways using ChatGPT within your CRM tools will meet these demands. Customers are attracted to companies engaging in constant digital innovation, and ChatGPT can help track changing needs by conducting repetitive tasks like customer data collection.

When LLMs do these repetitive tasks, customer service representatives are free to spend time building strategies to meet these needs using the creativity and innovation of which marketing automation will never be capable. 

What are the 5 strategies for using ChatGPT with your CRM?

Five benefits of implementing a digital workplace (1)

Let’s focus on the five best strategies for using ChatGPT to optimize your CRM functions, beginning with personalizing your email campaigns.

Personalize your email campaigns

ChatGPT can enhance customer experience and satisfaction by generating personalized and appropriate replies to support requests and customer inquiries. It accomplishes this by including context-specific data in automated email threads or producing improved email responses for sales staff. 

ChatGPT could use the context provided by the customer card to send tailored “usage examples” of the new product feature to each client in a mass email specific to their industry to make every customer interaction authentic and unique. 

The AI can analyze your customers and offer your teams insights into their possible issues. This is achieved by gathering information from similar industry customers and identifying patterns in their data.

Although the framework works without CRM integration, integrating it with a CRM can enhance its capabilities. This is because CRM integration allows for expanded functionalities.

Due to its vast learning material, an AI can aid salespeople in better comprehending their prospects. If integrated, ChatGPT could learn from the data of customers already present within your company.

The AI analysis of customer information allows salespeople to gain deeper insights into their prospects and challenges. This enables them to develop more effective outreach strategies using ChatGPT potentially.

Provide email response reminders

Although many CRM systems currently have good workflow automation features, they cannot send email notifications to employees.

Let’s look at the two email examples in the image below.

Email 1

“Hi Tom, did you receive the meeting dates I sent you for the next month?”

Email 1 (1)

Email 2

“Hi Angela, thanks for the reminder. I have now RSVP-ed to them.”

Email 2 (1)

Email 1 requires a response. However, Email 2 doesn’t need you to take any action.

Your employees will receive the same notification sound for both types of messages if you use workflow automation. 

But if you integrate with ChatGPT, it can distinguish between the two types and only alert your employees when a message requires attention. Using ChatGPT as part of your CRM system in this way can improve employee communication and customer service. 

Optimize your customer service

Providing excellent service in the service industry nowadays requires quick responses. Incorporating automation can reduce time spent on repetitive tasks, allowing focus on more critical and strategic matters that require a human touch. 

This approach can increase customer satisfaction, generate social proof, and attract new customers, ultimately leading to higher profits for the business.

ChatGPT-3 can help lessen the workload on support teams by managing simple inquiries and interactions. This gives them more time to concentrate on essential responsibilities, leading to better productivity.

The AI can use its knowledge base to identify tickets that can be resolved without human intervention and offer a potential solution to the customer. If the solution does not work, ChatGPT will notify a support manager.

If the AI determines that a ticket is too tricky for its knowledge, it will contact the customer support manager before providing any initial response.

Using AI assistants can enhance customer service by allowing human support agents to focus on more complex tickets that require their attention. At the same time, AI assistants can efficiently handle more minor requests.

Build reliable buyer personas

With ChatGPT, you can utilize automatic customer analysis to create more comprehensive Ideal Customer Profiles (ICPs) and buyer personas that can improve your sales efforts. Additionally, this analysis can potentially aid in predicting future industry trends.

ChatGPT can create a buyer persona for you as a language model. It can analyze your customer base and call and email transcripts to gather information. Using this data, it can then generate a buyer persona without any further input.

Intelligently automate upselling and cross-selling

The ChatGPT-3 can assist in recognizing opportunities for cross-selling and upselling by giving suggestions, ultimately boosting sales.

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New business activity, such as implementing new business processes or ventures, has started within the company.

With the help of AI handling the cross-selling tasks, your account managers can have more free time to create more appealing offers for your existing clients.

The integration can notify account managers of identified cross-selling opportunities to ensure that no potential upsell or cross-sell deals go unnoticed.

Generate a summary of previous communication with prospects

The GPT-3 AI can go through past call transcripts, emails, and messages from integrated systems. Using this information, it can provide you with a summary to help you keep track of where you left off. 

You will usually see the entire communication timeline if you click on a client card in your CRM. However, you may need to look deeper to provide the best service possible in future communication.

This summary is designed to help managers become familiar with a customer’s company if assigned to lead the customer after a previous manager.

What are the Limitations of using ChatGPT for CRM?

ChatGPT is powerful but has many limitations to consider because of integrating it into your CRM solutions. 

Inconsistent conversational flow

According to testers, ChatGPT’s conversation can become inconsistent over time. This is because the current model primarily relies on guessing the intent behind the user’s query and lacks contextual awareness essential to customer services. 

Remember this point when using ChatGPT as a customer service chatbot, as customers may become frustrated if they don’t feel you take their challenges seriously. 

Numerical challenges

ChatGPT has been reported to have problems with numbers, which can lead to inconsistent actions for a sales team. One instance of this is when a user pointed out that ChatGPT considers “1” and “0.1” to be identical, and the variation between both is “0.9”.

This issue can be problematic when building data for customers’ feelings about specific services or products through feedback surveys. Tackle this issue by business intelligence staff double checking data makes sense before using it to build charts and graphs of the data. 


While OpenAI has reduced the biases in ChatGPT to a certain extent, it can still perpetuate them depending on how the prompts are phrased. For example, in a query about the qualities of a good scientist, the ChatGPT response only mentioned “white” and “Asian” men as fitting the description. 

This bias can be particularly unhelpful when trying to build customer personas. Be aware of these biases when using ChatGPT for tasks related to customer segments to strategize how to meet their needs. 

These limitations show that while ChatGPT is powerful, it is flawed and needs a human staff member to check the data it outputs for most functions. The reason is that ChatGPT exists to support, not replace, humans in business processes.

Consider the limitations before integrating ChatGPT into your CRM

Ultimately, ChatGPT can offer a highly customizable way to streamline customer interactions while creating powerful insights for sales teams – but it’s essential to weigh this against any contexts where AI-based conversations may not be appropriate. 

By carefully considering what automation is necessary for customer interactions and how ChatGPT can facilitate intelligent conversations between customers and employees, companies can indeed find ways to maximize the potential held by their CRM.

However, always be aware of all risks and limitations before integrating ChatGPT into their CRM platform. 


Can I use ChatGPT for sales?

ChatGPT can assist sales managers in monitoring and analyzing conversations, recognizing patterns, and coaching their sales representatives. With ChatGPT, sales representatives can automate tasks such as lead generation and follow-up emails. This helps them to concentrate on more important activities, like closing deals.

How do you generate leads in ChatGPT?

ChatGPT’s ability to analyze customer data and interaction patterns allows it to offer customized product or service recommendations, improving the chances of a successful conversion. This will lead to a better customer experience and increase lead generation outcomes.

WalkMe Team
By WalkMe Team
WalkMe pioneered the Digital Adoption Platform (DAP) for organizations to utilize the full potential of their digital assets. Using artificial intelligence, machine learning and contextual guidance, WalkMe adds a dynamic user interface layer to raise the digital literacy of all users.