AI-DRIVEN CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES AND SUSTAINABLE GROWTH OF NIGERIAN SMEs

Abstract

This study explored the impact of AI-driven customer relationship management (CRM) practices on the sustainable growth of small and medium-sized enterprises (SMEs) in Nigeria. The research focused on the use of AI in customer data management, interaction automation, customer segmentation, predictive analytics, engagement strategies, and sales optimisation. A field survey conducted in 2024 collected data from 450 SMEs across Nigeria, using a random sampling technique. Data were gathered through structured questionnaires and analysed using descriptive and inferential statistics. The results demonstrated that AI-driven CRM practices, particularly in customer data management, interaction automation, customer segmentation, predictive analytics, and sales optimisation, significantly enhance the sustainable growth of Nigerian SMEs. Engagement strategies, while important, showed a weaker correlation. The study recommends that SMEs in Nigeria integrate AI-driven CRM tools to improve operational efficiency, customer satisfaction, and long-term growth. Additionally, investment in AI technology and staff training on its effective utilisation is essential for aligning CRM practices with sustainable growth objectives.