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1 – 3 of 3Marialuisa Saviano, Marzia Del Prete, Jens Mueller and Francesco Caputo
This paper aims to recall the attention on a key challenge for customer relationship management related to the role of human agents in the management of the “switch point” for…
Abstract
Purpose
This paper aims to recall the attention on a key challenge for customer relationship management related to the role of human agents in the management of the “switch point” for ensuring the effectiveness and efficiency in a customer-machine conversation.
Design/methodology/approach
This study contributes to the discussion about the firms’ approach to artificial intelligence (AI) in frontline interactions under the conceptual umbrella provided by knowledge management studies.
Findings
This paper provides a theoretical model for clarifying the role of human intelligence (HI) in AI-based frontline interactions by highlighting the relevance of the actors’ subjectivity in the dynamics and perceptions of customer-machine conversations.
Originality/value
An AI-HI complementarity matrix is proposed in spite of the still dominant replacement view.
Details
Keywords
Mathieu Lajante and Marzia Del Prete
- Connecting with customers at the organizational frontline is not only a matter of transaction but is also a matter of emotional connection
- Customers interact with retailers to seek…
Abstract
Learning Outcomes
Connecting with customers at the organizational frontline is not only a matter of transaction but is also a matter of emotional connection
Customers interact with retailers to seek social contact in order to recover their affective and cognitive balance
Chatbots are well suited to resolve simple problems; they keep social interactions simple, and they provide cognitive clarity and personalized answers without engaging customers in socioaffective interactions
Chatbots must develop the ability to read customers' emotions in order to identify the exact point at which the conversation must be managed by a human agent
Connecting with customers at the organizational frontline is not only a matter of transaction but is also a matter of emotional connection
Customers interact with retailers to seek social contact in order to recover their affective and cognitive balance
Chatbots are well suited to resolve simple problems; they keep social interactions simple, and they provide cognitive clarity and personalized answers without engaging customers in socioaffective interactions
Chatbots must develop the ability to read customers' emotions in order to identify the exact point at which the conversation must be managed by a human agent
Details