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Augmenting Digital Customer Touchpoints - Best Practices for Transforming Customer Experience Through Conversational AI

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  • Kask, Sean
  • Fitterer, René
  • Anselm, Louis

Abstract

The capabilities of artificial intelligence (AI) have passed a tipping point, allowing customers to interact with organizational IT systems using natural language and unstructured text. In particular, conversational AI is transforming customer experience. This article demystifies conversational AI and presents two case studies to describe the success criteria for adoption.

Suggested Citation

  • Kask, Sean & Fitterer, René & Anselm, Louis, 2019. "Augmenting Digital Customer Touchpoints - Best Practices for Transforming Customer Experience Through Conversational AI," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(4), pages 30-35.
    • Handle: RePEc:zbw:hsgmrs:276045
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    File URL: https://www.econstor.eu/bitstream/10419/276045/1/MRSG_2019_4_30-35.pdf
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    References listed on IDEAS

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    1. Gollnhofer, Johanna Franziska & Schüller, Sophie, 2018. "Sensing the Vocal Age - Managing Voice Touchpoints on Alexa," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(4), pages 22-29.
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