This is how modern customer focus with AI agents works. Customer values are replacing traditional customer journeys.

In this series, discover how our twelve BSI Customer Values guide your company on the path to excellent customer relationships. Three of these values focus on better understanding the end customer, Lena, while nine values aim for customer proximity and added value. Find out here what concrete added value the Propose customer value offers your customers as well as your company. Lena Bartel, AI expert at BSI Software, explains what makes Propose so special.

I’m an AI manager. I’ve been with BSI Software since 2024 and I’m responsible for incorporating our customer values into our customers’ AI projects. Our shared goal is to scale AI within CRM software in the long term and create value in customer relationships. To that end, I spend a lot of time visiting our customers on-site. It’s great to see how customer relationships are being reimagined: Automation is no longer just an isolated approach, but is guided by the big picture of a customer journey map.

In English, the word propose carries more weight: It isn’t just used for offers, but also for marriage proposals. This high emotionality should be reflected in the value. Especially in a world of “chatting” agents it’s important that the end customer, Lena, feels seen and valued thanks to Propose – for example through a thoughtfully placed message about a product relevant to her from her favorite retailer.

Propose is a decisive customer value because this is where concrete business is generated. It’s about the best possible customer experience and that’s where all CRM data is important. If we know how the customer is feeling at the moment, what we should ideally offer, at with touchpoint and at what time – then the customer is more likely to say, “Yes, I do”.

In a competitive market, every detail counts to improve the customer experience. In order to do this, we need complete, up-to-date customer data. However, we can also reach Lena through concrete improvements in the interactions. For example, by reducing bureaucracy in conversations. Nobody enjoys reading 48 pages of insurance documents and feels seen and understood afterward. It’s about creating a positive feeling and turning an offer into a genuine matter of the heart. Among other things, this also reduces buyer’s remorse and cancellation rates.

Overall, we are witnessing a transition from mass to class. In the stone age of AI, text is being produced inflationary, but without much context. That’s not how hearts are won, however. The trend is therefore moving toward dynamic, automated sales flows. In order to equip our customers optimally for this, we are continuously developing AI agents and elements that intensify Propose with expertise and directly applicable use cases. For example, the above-mentioned digital twins, but also the preparation agent, the debriefing agent, the deal agent or the AI-powered lead management. Thanks to our agents architecture, the overarching sales agent unifies all these agents and functionalities, creating an orchestrated interplay – perfect for each individual customer.

Another trend: We work a lot with prompts, because AI doesn’t do everything on its own. Prompts help the customer rep to make the right offer – in a dynamic way along the customer journey and matched to the sales cycle. It’s important to understand that Propose is the customer value that ensures sustainable growth. Because one question is particularly important: What do we do after closing the deal? That is the start of the journey toward long-term, value-creating customer relationships.