Agent Relationship Management

Your next customer interaction will take place in the AI assistant. That is because, in the future, your customer won’t be communicating alone—she will be bringing her own agent along. If you strategically manage this new relationship level, it will create real value.

Lena Meier, a loyal customer, sits relaxed on a sofa in her living room at night, using her smartphone. She has short red hair, a friendly face with freckles, wears an orange sweater, jeans, and sneakers, and appears calm and focused.

Clara, a personal AI assistant, is depicted as a simple 3D character. Icons of different AI assistant providers are arranged around her. The figure has a smooth, light surface, a minimal face, and a compact, rounded shape, symbolizing digital assistance.

3D illustration of the BSI Agent, an intelligent AI agent for orchestrating AI assistants like Claude, ChatGPT, or Gemini. The futuristic character seamlessly routes requests to the appropriate AI agents in the BSI Customer Suite, optimizing customer relationship management processes.

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From B2C to B2A

Say hello to your customer’s new family member

Clara, a personal AI assistant, is shown as a small 3D character on the right side of the image. She has a smooth, light surface, a minimal face, and a compact, rounded shape. On the left, several orange icons of different AI assistant providers are arranged in varying sizes.

You’re not the only one using AI agents

Your customers are already relying on AI assistants like ChatGPT, Gemini, or Claude – and by 2028, around 70% of all customer interactions will take place via AI assistants. In the USA, companies can already run ads through ChatGPT. The question is, are you ready?

Lena Meier, a loyal customer, sits at a table working on a laptop. Next to her floats a small AI assistant as a 3D character with a smooth, light surface and minimal face. In the background, symbols for email, chat, and digital notifications are visible, which the AI assistant keeps away from Lena with a glowing shield.

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Your customer’s AI assistant helps make decisions

It researches, compares offers, resolves service requests and makes decisions on your customer’s behalf. To your customer, her AI assistant is like a family member who protects her, takes the load off her shoulders and is always there for her. It filters out what gets through. If you’re not visible to the AI assistant, you do not exist.

Lena Meier, a loyal customer, walks through a bright space while being accompanied by a small floating AI assistant. Around her, digital user interfaces, chat messages, and app views are arranged, showing different touchpoints and interactions in customer relationship management.

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Your CRM is not designed for AI agents

Customer journeys are built for humans. Website, app, call center, email or chat – AI assistants can only use these channels to a limited extent. The result: Your customer’s personal AI assistants cannot perform a lot of the services automatically.

Lena Meier, a loyal customer, stands at the center and appears surprised and delighted. She has short red hair, freckles, and wears an orange sweater and jeans. On the left floats her personal AI assistant, on the right an AI agent from BSI Software, both shown as 3D characters with minimal faces.

ARM is like CRM. And you already know CRM.

Agent relationship management (ARM) means managing relationships not only with customers, but also with their AI assistants. With the BSI Customer Suite, this is not a project for the future. You can do it now – quickly, easily and securely.

Agent relationship management answers the following questions

Identity: Who is the agent?
Mandate or power of attorney: On whose behalf does the agent act?
Authorizations: What is the agent permitted to request, initiate and pay for?
Channels and volume limits: How is communication handled?
Audit log: What is logged?
Human in the Loop: When must a human take over?

How your business benefits

01

Greater visibility with AI assistants like ChatGPT, Gemini or Claude

02

Personalized recommendations for customers that pass the AI assistant test and truly resonate

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Automated service processes through digital agents

04

More efficient collaboration between marketing, sales and service

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Early competitive advantage in the emerging B2A ecosystem

Customer Centric Fusion Architecture

Get ready for the B2A era

Service

You make services and processes available as secure interfaces so that AI assistants can resolve issues independently.

Sales

You provide products, prices and checkout processes in a way that allows AI assistants to request quotes and initiate purchases.

Marketing

You provide offers and recommendations in a way that allows AI assistants to pass them on to their users in a targeted manner.

Ressources

Expand your knowledge

Lena Meier, loyal customer, working on a laptop in her home office and interacting with her AI assistants – symbolic image for agent relationship management, personalized customer experience, and intelligent orchestration of digital services with the BSI Customer Suite.

Blog

From customer to AI interaction

In our blog post, we show you how AI assistants are radically changing communication and how companies can serve this new target group professionally.

Read the blog post

BSI Customer World

The future of customer relationships

In the BSI Customer World, your customers are at the center – across all touchpoints and channels. It connects marketing, sales and service on a shared AI-driven platform and strengthens your customer relationships in a targeted manner through customer values. Create a connected world where data, automation and interactions work together. This makes your end customer Lena more valuable to you – and you more valuable to her.

To BSI Customer World

Book your personal BSI demo now and make agent relationship management part of your success strategy!

Test BSI

AI Agent with a glowing heart symbol on its display and a thumbs-up gesture.

FAQ

Frequently asked questions about agent relationship management

Agent relationship management (ARM) means managing relationships not only with customers, but also with their AI assistants. To do this, companies need AI-enabled interfaces and agents that interact directly with customers’ AI assistants.

Agent relationship management (ARM) is similar to customer relationship management (CRM), but with a new target group: customers’ AI assistants. These include, for example, Claude, ChatGPT and Gemini.

ARM operates in several directions:

With GEO (generative engine optimization), companies prepare content in a way that enables AI assistants like Claude, ChatGPT or Gemini recognize it as a source and recommend it.
Positive customer experiences can be stored in an assistant’s memory and help prioritize companies for future inquiries.
Through direct app integration, customers can place orders, process returns or update their addresses directly via their assistants.
When customers conduct all their communication through AI assistants, the assistant itself becomes the channel – at which point companies no longer address the customer, but rather the assistant.

Generative engine optimization (GEO) refers to the targeted creation and preparation of content so that it can be cited as a source by AI assistants such as Claude, ChatGPT or Gemini. These AI tools already provide connectors to email clients. When granted access, they can search through personal emails and use them as sources for their users. In this context, agent relationship management means taking AI assistants into account in customer interactions – for instance via email – and optimizing content for them as well.

Agent relationship management (ARM) can be implemented in just a few steps with the BSI Customer Suite. The BSI Element “ARM: agent relationship management” can easily be integrated into your work environment via the BSI Elements Store. This allows you to address the new target group of AI agents easily and intelligently through your existing CRM and CX systems.

You should consider data protection and compliance issues from the very beginning of your agent relationship management process. Transparent processes are essential even for AI assistants. To ensure this, you should clearly define access rights and implement security mechanisms such as encryption as well as role- and permission-based systems. A personalized AI assistant is granted access exclusively to the specific, individually defined data of an end customer, ensuring that sensitive information remains protected.

Business-to-agent describes a new form of interaction in which companies do not communicate directly with their customers, but rather with their AI assistants. These agents handle tasks such as comparing offers, processing service requests or analyzing contracts and act in the user’s best interest. Agent relationship management (ARM) provides the foundation for managing these relationships in a structured manner and, in this sense, is comparable to customer relationship management.

When personal AI assistants like Claude, ChatGPT or Gemini communicate directly with companies’ AI-enabled interfaces and AI agents, a new model of customer interaction emerges: agent-to-agent communication.