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| Glavni autor: | |
|---|---|
| Format: | Recurso digital |
| Jezik: | |
| Izdano: |
Zenodo
2023
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| Teme: | |
| Online pristup: | https://doi.org/10.5281/zenodo.18467397 |
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- <p><span lang="EN-US">Customer Relationship Management platforms have evolved from static record-keeping systems into intelligent orchestration layers that automate customer engagement, compliance validation, and operational decision support across complex enterprise environments. As automation increasingly incorporates artificial intelligence and data-driven decision logic, fully autonomous execution becomes insufficient for domains that demand accountability, transparency, explainability, and contextual judgment. Human-in-the-loop approaches address these limitations by embedding structured human oversight into automated CRM workflows, enabling continuous supervision, validation, exception handling, and feedback-driven improvement. This article examines adaptive CRM automation architectures that integrate human participation across workflow execution, decision validation, and learning feedback loops, ensuring both operational efficiency and governance. Drawing from business process management, human–AI interaction, and enterprise automation literature, the paper presents a reference framework for designing resilient, auditable, and scalable CRM systems capable of supporting regulated, high-impact, and mission-critical enterprise use cases.</span></p>