The Impact of Artificial Intelligence-Based Customer Relationship Management on Brand Value Creation: A Case Study: Zalando

In today's competitive business environment, customer capital has become a crucial asset for organizations aiming to innovate and sustain their competitive advantage. With the evolution of commerce, Customer Relationship Management (CRM) has gained prominence, moving from simple sales strategies to more sophisticated approaches that focus on long-term customer relationships. The emergence of artificial intelligence (AI) has revolutionized CRM by enabling more personalized interactions, streamlining data analysis, and enhancing customer satisfaction. This thesis investigates the impact of AI-based CRM on brand value creation, using Zalando, a leading European e-commerce company, as a case study. Zalando’s implementation of AI-powered CRM systems is analyzed, highlighting its influence on customer retention, satisfaction, and overall brand value. Key challenges, such as initial setup costs, the integration of practical tools, and interdepartmental collaboration, are explored. The research aims to provide insights into how AI can optimize CRM to foster sustainable brand growth, addressing both technological advancements and organizational challenges in adopting AI-driven solutions. Ultimately, this study contributes to the understanding of AI’s role in transforming customer relationships and its potential to drive long-term brand success.