مجلة الإدارة والتنمية للبحوث والدراسات
Volume 15, Numéro 1, Pages 269-297
2026-06-01
Personalised Customer Management And The Contribution Of Artificial Intelligence: A Case Study
Authors : Djelti Mohammed . Kourbali Baghdad .
Abstract
This paper analyzes the impact of Artificial Intelligence (AI) on customer relationship management at Algeria Telecom, based on a mixed-field study and a survey of 115 customers. It reveals that 61.7% of respondents perceive AI's impact as positive, mainly for process optimization and time efficiency, but the adoption rate remains low at 22.6%. The main barriers include infrastructural limitations, lack of specialized AI skills, and organizational resistance. Successful digital transformation requires strategic investments in technology, staff training, and data governance. Additionally, balancing automation with human interaction is crucial to maximize customer satisfaction.
Keywords
AI ; CRM ; Digitization ; Optimization ; Opportunities
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