دور الذكاء الاصطناعي في إدارة علاقة الزبون الإلكتروني للقرض الشعبي الجزائري (CPA)‎

الملخص EN

The customer is considered as the nerve of the marketing operation in an economic institution, it is also considered as a source of marketing opportunities either by the development of the products according to its needs, or by the creation of its hidden needs, for that the economic institutions impose the search for an organizational project which allows the permanent communication between the customer and his company, in order to enable them involved in the strategy of the company by the updating of the information on the products, its reaction, as well as his complaints, To this end, the use of artificial intelligence with these tools of ICT (new technologies of information and communication), has given good results especially in the management of the customer relationship with the help of innovations technology.

For this reason, we present this article in which we attempt to answer a main question: What is the role of artificial intelligence in the management of the customer relationship of the economic institution? We therefore suggested three basic points: - How expert systems concretize the mechanisms of artificial intelligence within the economic institution? - What is the customer relationship management (CRM) mechanism within the economic institution? - What is the contribution of artificial intelligence to the success of customer relationship management for the institution "Algerian Popular Loan (CPA)".