From branding to sales conversion: How AI-Powered CRM systems shape the customer journey for African SMEs

Abubakar, Justina Eweala and Yusuf, Samuel Omokhafe and Yusuf, Prosper Onagie (2025) From branding to sales conversion: How AI-Powered CRM systems shape the customer journey for African SMEs. International Journal of Science and Research Archive, 14 (2). pp. 494-506. ISSN 2582-8185

This study examines the impact of AI-powered Customer Relationship Management (CRM) systems on African Small and Medium-sized Enterprises (SMEs), focusing on how these systems enhance the customer journey, improve branding, and drive sales conversions. African SMEs face significant challenges, including limited access to finances and resources, lack of expertise, political instability, corruption, and lack of government support, which hinder their ability to scale and compete effectively. The study utilizes a combination of case studies and literature reviews to explore the application of AI-driven CRM tools across various sectors such as retail, agriculture, and services. It highlights the practical implementation of CRM platforms like HubSpot, Zoho, and Salesforce Einstein in helping SMEs automate customer interactions, optimize marketing strategies, and personalize customer experiences. Findings indicate that AI-powered CRM systems significantly streamline the customer journey for African SMEs by automating key processes such as lead nurturing, customer support, and personalized marketing. These systems improve brand consistency, foster stronger customer engagement, and increase sales conversion rates. Case studies from different sectors show how SMEs successfully utilize AI tools to tailor their services to customer needs and enhance their competitive edge. In conclusion, AI-powered CRM systems provide African SMEs with an affordable, scalable solution to overcome resource constraints and improve branding and customer service. To fully leverage these benefits, SMEs should adopt accessible AI tools like SaaS CRM platforms and focus on mobile-first strategies. Future research should explore the long-term impact of AI on SME growth, the effectiveness of different AI tools in regional markets, and strategies for overcoming barriers to AI adoption, such as technological and infrastructure limitations.