Artificial Intelligence and Customer Relationship Management (CRM) in Nigeria Telecommunication Sector

Abstract

The increasing competitiveness of the telecommunications industry and rising customer expectations have compelled firms to adopt innovative technologies, such as AI, to enhance customer engagement. To empirically establish the above assertion, it becomes necessary to examine the impact of artificial intelligence (AI) on customer relationship management (CRM) in the Nigerian service sector, with particular focus on telecommunications firms in Port Harcourt Metropolis. The study adopts a survey research design, targeting employees and customers of selected telecommunications companies in Port Harcourt. Analytically, descriptive and inferential statistical techniques were employed. The findings reveal that AI significantly improves CRM effectiveness by enabling real-time customer support, enhancing service personalization, and predicting customer behaviour, including churn tendencies. Therefore, the study recommends increased investment in AI technologies, staff training, and supportive regulatory frameworks to maximize the benefits of AI in customer relationship management. It also suggests that telecom firms should leverage AI for predictive analytics and personalized marketing strategies to remain competitive in a dynamic business environment.