Application of robotic process automation (RPA) technology in enhanced customer relationship management performance

Abstract

Robotic process automation (RPA) is a modern technology that enables the automation of routine and repetitive tasks in business processes, helping businesses save time, reduce costs, and improve efficiency and operating performance. Since its inception, RPA has been widely applied in many industrial fields, evolving according to the business needs of each enterprise. In the field of Customer Relationship Management (CRM), RPA was developed to promptly respond to customers' needs and increase customer satisfaction with stable quality and productivity by automating some important processes. This study delves into the application of RPA in CRM, focusing on building CRM automation processes and research simulations using the Uipath tool and on the Bitrix24 CRM platform. UiPath is the primary implementation tool because of its user-friendliness, robustness, ease of installation and use, cost savings in deployment, and ease of portability across enterprises. Specific processes are presented, including automatically updating customer information on the CRM system and automatically answering customer inquiries on the system. Testing with data sets of 50, 100, 300, 500 shows that the bot works stably and accurately, and implication has been suggested.