Inteligência artificial e eficiência do atendimento ao cliente em um banco comercial

• Autor(a) principal: Andrade, Ivan Martins de
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório do Centro Universitário Braz Cubas
• Texto Completo: https://repositorio.cruzeirodosul.edu.br/handle/123456789/1967
• topic: Administração; Inteligência artificial; Centros de atendimento ao cliente; Bancos - Serviços ao cliente; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

The financial sector is one of the world's largest investors in technology, making innovations on technological frontier, such as Artificial Intelligence (AI) and cognitive computing to optimize services, increase of operational efficiency and improve the customer experience. The AI is a rapidly evolving interdisciplinary research field, new for companies, with a remarkable opportunity for exploration. This study investigated the relationship between Artificial Intelligence and efficiency in customer service at a commercial bank, based in the Evolutionary Theory of Innovation, Neoschumpeterian. The method used was the case study. The investigation was realized in an analytical intelligence unit of a commercial bank, which operates Artificial Intelligence applications, for example, the virtual assistant or chatbot along with IBM's Watson system. The results of the study show that the AI tool, the virtual assistant, contributes to efficiency in customer service. The verification was demonstrated through information collected in the interviews and dashboards provided by the commercial bank. AI applications based on modern management techniques in business processes and technological management are essential for efficient service, further evidenced by the daily accessibility to the customer, 24/7. In addition, AI technology has agility, availability, functionality, high resolution and considerable capacity to predict consumer intent for business potential. Service through virtual assistant acts as a first line of service and is always available, relieving long lines at call centers and customer relations. Thus, generating a higher level of satisfaction and improvement on the customer experience, contributing and much, notably to the efficiency of the service. Based on the evolutionist theoretical lens, the study finding allow us to conclude that the investigated company adopts and develops technological innovations in information and communication in order to keep up with changes in world. In turn, such innovations support the company’s survival, since IA technologies provide gains on an exponential scale in the efficiency of the customer service. The study corroborates to the evolutionary assumptions that the technological innovation has the capacity to revolutionize the internal business model of organizations in a process called “destructive creation”. The main limitation of this study is related to the cutout of the research and its borders, such as the methodology: choice of participants and respective areas and intervening units. Future studies can investigate the impact of IA on reduction of manpower and also investigate the financial gains of IA application in companies.