Emotional Intelligence in CRM refers to the application of AI and analytics to interpret customer emotions in interactions. This involves analyzing text, voice, and sentiment data from emails, chatbots, support calls, and social media. AI-powered tools can detect frustration, satisfaction, or disengagement, allowing businesses to respond appropriately. For example, sentiment analysis in CRM systems like IBM Watson or Salesforce Einstein can trigger personalized follow-ups or escalate support cases based on detected emotions. Emotional intelligence enhances customer service, improves retention, and strengthens brand relationships by making interactions more human and empathetic.