IDEAS home Printed from https://ideas.repec.org/a/eme/regepp/rege-07-2021-0120.html
   My bibliography  Save this article

Increasing customer service efficiency through artificial intelligence chatbot

Author

Listed:
  • Ivan Martins De Andrade
  • Cleonir Tumelero

Abstract

Purpose - This study investigated the contribution of artificial intelligence (AI) to the efficiency of customer service. This study contributes to services technological innovation in process management, a field not yet settled in the literature. Design/methodology/approach - AI is a multidisciplinary field of research that has stood out for the technological dynamism provided to organizational products and processes. The study was carried out at an Analytical Intelligence Unit (AIU) of a Brazilian commercial bank that applies AI integrated with IBM's Watson system. The study used data content analysis, structured and supported by Atlas.ti software. Findings - The notorious AI cognitive maturity evolution allowed 181 million interactions and 7.6 million attendances in 2020, improving services efficiency, with gains in agility, availability, accessibility, resoluteness, predictability and transshipment capacity. The chatbot service reduced the queues of call centers and relationship centers, allowing the human attendant to perform more complex attendances. Research limitations/implications - The main limitations of this study relate to the research cutout and its borders, such as the choice of participants and their areas of activity, and the choice of the unit of analysis. Practical implications - The results indicated that attendance through the virtual assistant increased by more than a 1,000% from 2019 to 2020, demonstrating the bank was technologically ready to face the Covid-19 pandemic effects. Originality/value - In line with the evolutionary theory of innovation, the authors concluded that technological scaling in AI allows exponential gains in customer service efficiency and business process management. They also conclude that the strategy for creating AIUs is successful, once it allows centralizing, structuring and coordinating AI projects in R&D cooperation, cognitive computing and analytics.

Suggested Citation

  • Ivan Martins De Andrade & Cleonir Tumelero, 2022. "Increasing customer service efficiency through artificial intelligence chatbot," Revista de Gestão, Emerald Group Publishing Limited, vol. 29(3), pages 238-251, May.
    • Handle: RePEc:eme:regepp:rege-07-2021-0120
    DOI: 10.1108/REGE-07-2021-0120
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/REGE-07-2021-0120/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no
    File URL: https://www.emerald.com/insight/content/doi/10.1108/REGE-07-2021-0120/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no
    File URL: https://libkey.io/10.1108/REGE-07-2021-0120?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wang, Zhen & Huang, Yaoxuan & Ankrah, Victoria & Dai, Jiapeng, 2023. "Greening the knowledge-based economies: Harnessing natural resources and innovation in information and communication technologies for green growth," Resources Policy, Elsevier, vol. 86(PA).
    2. Jorge Andrés-Sánchez & Jaume Gené-Albesa, 2024. "Not with the bot! The relevance of trust to explain the acceptance of chatbots by insurance customers," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    3. Bryan N. Zambrano Manzur & Fabián A. Espinoza Bazán & Pavel Novoa-Hernández & Carlos Cruz Corona, 2024. "In what ways do AI techniques propel decision-making amidst volatility? Annotated bibliography perspectives," Journal of Innovation and Entrepreneurship, Springer, vol. 13(1), pages 1-24, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:regepp:rege-07-2021-0120. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.