AI-BASED DATA CLEANING AND MANAGEMENT IN SALESFORCE CRM FOR IMPROVING DATA INTEGRITY AND ACCURACY TO ENHANCE CUSTOMER INSIGHTS

Abstract

This paper explores the implementation of AI-driven data cleaning and management tools within Salesforce CRM to enhance data integrity and improve customer insights. Accurate and reliable customer data is essential for businesses seeking to optimize customer relationship management and make informed strategic decisions. AI technologies such as machine learning and natural language processing automate error detection, reduce manual data management tasks, and ensure data accuracy, resulting in more effective customer segmentation and personalized marketing strategies. Through a combination of literature review and case studies, this research demonstrates the significant reduction in data error rates and the positive impact on customer segmentation accuracy post-AI implementation. While AI offers considerable benefits, challenges such as system integration and ongoing data governance must be addressed to fully capitalize on its potential. The findings underscore the critical role AI plays in modernizing CRM systems, providing deeper customer insights, and improving overall business performance.