Intelligent Workflow Automation in CRM for Real-Time Alerts and Proactive Order Management

The integration of intelligent workflow automation into Customer Relationship Management (CRM) platforms is revolutionising how enterprises manage real-time customer interactions and order fulfilment. This review explores the architecture, experimental outcomes, and theoretical frameworks behind CRM-powered automation systems designed to deliver proactive alerts and workflow orchestration. Drawing from a decade of research and field studies, it highlights how AI, machine learning, robotic process automation (RPA), and real-time event streaming have transformed traditional CRM into a real-time decision engine. The review further outlines experimental benchmarks and future trends such as context-aware workflows, federated learning, conversational AI, and low-code orchestration. Together, these innovations promise a more scalable, intelligent, and human-centric CRM ecosystem. For instance, real-world deployments have reported significant gains, with AI-driven customer data platforms increasing conversion rates while saving hundreds of manual work hours, demonstrating the tangible impact of intelligent workflow automation at scale.