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Erfolgspotenziale von Conversational Agents

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  • Maas, Peter
  • Meichtry, Thomas Markus
  • Steiner, Philipp Hendrik

Abstract

Moderne Kunden setzen zunehmend voraus, dass unabhängig von Ort, Zeit und Anliegen der präferierte Zugangsweg selbst gewählt werden kann. Um dieser Herausforderung effizient und effektiv zu begegnen, greifen immer mehr Unternehmen auf Conversational Agents zurück. Dieser Beitrag erarbeitet Funktionalität, Status quo und die unternehmensseitigen Chancen und Herausforderungen dieser Technologie im Kontext der Schweizer Assekuranz.

Suggested Citation

  • Maas, Peter & Meichtry, Thomas Markus & Steiner, Philipp Hendrik, 2019. "Erfolgspotenziale von Conversational Agents," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(4), pages 22-29.
    • Handle: RePEc:zbw:hsgmrs:276044
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    References listed on IDEAS

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    1. Barwitz, Niklas & Maas, Peter, 2018. "Understanding the Omnichannel Customer Journey: Determinants of Interaction Choice," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 116-133.
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    1. Maas, Peter & Meichtry, Thomas Markus & Steiner, Philipp Hendrik, 2019. "Conversational Agents aus Kundenperspektive," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(5), pages 86-94.

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