Artificial intelligence and automation in customer service: optimizing interactions and operational efficiency

by Antonio DEMIRI

Abstract
In today’s digital economy, customer expectations for speed, personalization, and efficiency are continuously rising. Traditional customer service systems, often reliant on manual communication, face limitations in meeting these demands.
Companies struggle with fragmented communication channels, delays in response times, and inefficient case management. These shortcomings negatively affect client satisfaction and long-term competitiveness.
This study proposes and implements an integrated model of Artificial Intelligence (AI) and Customer Relationship Management (CRM) using Microsoft Power Pages, Dynamics 365, Power Automate, and Copilot Studio. The methodology combines system design, automation workflows, and chatbot development, supported by AI Builder for sentiment analysis and user feedback evaluation.
The findings demonstrate that AI-driven automation improves response time, reduces manual errors, and enhances the personalization of client interactions. The integration of AI with CRM provides real-time data synchronization, structured case management, and predictive insights into customer behavior. Empirical results show increased operational efficiency and higher levels of customer satisfaction.
This study highlights how small and medium-sized creative businesses can leverage AI technologies to optimize customer service, strengthen client relationships, and gain a competitive advantage. The proposed model can serve as a scalable framework for other industries seeking to enhance efficiency and customer experience through AI.

Keywords: Artificial Intelligence, Customer Service, CRM, Automation, Chatbots, Operational Efficiency