Works well when the process is fixed and predictable. For example, sending a welcome email after a formal submission. But the real interaction of the customer does not follow the fixed paths. Buyers change their mind, increase problems and delay decisions. Automation does not adapt in these cases. It stops until a human intervenes.
Intelligence, on the other hand, responds to situations. He does not wait for a rule. He uses the context to make decisions. If a customer opens pricing emails five times in two days, the system must know to report the emergency. If a long -term customer raises a concern, he should prioritize the conversation, not just record an assistance ticket.
CRMs must go from data storage to use for decisions. This does not mean building more rules. This means designing systems that learn what matters from real results and apply this learning without constant instructions.
