Customer interactions with AI: How can Marley Spoon optimize its chatbot performance to improve the touchpoint experience along the customer journey?

• Autor(a) principal: Roesler, Jakob
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/28914
• topic: Inteligência artificial - -- Artificial intelligence; Chatbot; Customer interaction; Customer engagement; Customer journey; Automated customer experience; Superteams; Interações dos clientes; Comprometimento com o cliente; Jornada do cliente; Experiência automatizada ao cliente; Superequipas

The purpose of this in-company project is to identify chatbot optimization recommendations for Marley Spoon to improve the touchpoint experience along the customer journey. Customer interactions with Artificial Intelligence became a relevant part of communication channels within business processes and are already applied in many marketing strategies. Grace to its machine learning capability, chatbots can combine natural language processing and natural language understanding in order to offer an automated customer experience. Nowadays, AI-chatbots are not only able to operate on a mechanical and thinking level, but are also developing on a feeling level. Hence, chatbots can also understand human emotions and adapt empathically to different moods and circumstances. In this way, a well implemented chatbot should not only be used as a simple FAQ machine, but also be implemented for different marketing purposes such as customer attraction and retention. The results of this research are based on a profound literature review with recent articles of well-respected researchers in this field. Moreover, a primary research was conducted in form of in-depth interviews with different specialist of the company and a customer satisfaction survey collected by the chatbot platform. Deriving from the findings of this research, there are three recommendations provided to the company, which should be implemented to improve the touchpoint experience. Those three implementations should be a be a new chatbot interface with more customer engagement, integrating the chatbot to different customer journey stages and setting up a chatbot superteam with specified scope and responsibilities.