Situation Awareness and Information Fusion in Sales and Customer Engagement: A Paradigm Shift

TL;DR

This paper advocates for a paradigm shift from traditional CRM to an information fusion approach that enhances situation awareness and decision support in sales and customer engagement through richer, integrated data and AI capabilities.

Contribution

It introduces a new paradigm of information fusion for sales, addressing CRM limitations by improving data reliability, knowledge transfer, and ecosystem integration.

Findings

Enhanced data reliability and up-to-date information

Improved individual and team situation awareness

Reduced manual data entry and silos

Abstract

With today's savvy and empowered customers, sales requires more judgment and becomes more cognitively intense than ever before. We argue that Situation Awareness (SA) is at the center of effective sales and customer engagement in this new era, and Information Fusion (IF) is the key for developing the next generation of decision support systems for digital and AI transformation, leveraging the ubiquitous virtual presence of sales and customer engagement which provides substantially richer capacity to access information. We propose a vision and path for the paradigm shift from Customer Relationship Management (CRM) to the new paradigm of IF. We argue this new paradigm solves major problems of the current CRM paradigm: (1) it reduces the burden of manual data entry and enables more reliable, comprehensive and up-to-date data and knowledge, (2) it enhances individual and team SA and alleviates information silos with increased knowledge transferability, and (3) it enables a more powerful ecosystem of applications by providing common shared layer of computable knowledge assets.