Artificial intelligence and instant messaging technologies as service channels in South African firms
Date
2012-01-17
Authors
Kolawole, Ayokunle
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
This study investigates the perceptions and attitudes around the utilisation and adoption of two computer conferencing technologies (instant messaging and artificial intelligence (chatterbots)) for customer service delivery in South African organisations. Attitudes and perceptions were extracted and discussed by interviewing customer service decision makers from a variety of South African corporations.
The academic literature gives a background discussion on the real meaning of customer relationships and the benefits of adopting new channels and having multiple channels for customer service delivery. This is followed by a description of chatterbots and instant messaging technologies, and how they can be used as innovative channels to deliver customer service to today’s consumers. Examples of the value that these technologies offer to corporations as well as to their customers are then discussed. The literature explores the South African context and offers suggestion why the utilisation and adoption of the technologies would be appropriate for South Africa. Finally, the literature concludes by pointing out that despite these benefits and the suggestions of the South African context, these technologies are not being widely utilised for service delivery, and this study explored why.
The data for the study was gathered by carrying out 11 in-depth interviews with South African organisations. Data from the interview was recorded and content and thematic analysis was conducted in order to identify the relevant data.
The study found that:
- South African corporations and customer service decision makers recognise the importance of having real-time interactive channels as well as multiple channels for service delivery.
- Organisations are aware of the customer complaints and business needs that are not addressed by existing channels
iii
- Organisations are aware of how some of these business needs can be resolved by adoption of instant messaging and chatterbot service delivery channels
- South African organisations perceive that having additional service delivery channels such as instant messaging and chatterbots will improve the customer’s experience
- Organisations are mostly aware of instant messaging technology.
- Organisations are mostly unaware of chatterbot technology.
- Organisations would consider the adoption and utilisation of instant messaging channels
- Organisations have reservations around adoption of technologies as they raised issues that will need to be addressed to enhance the use of instant messaging and chatterbots as customer service delivery channels.
The key message to this study is that South African organisations see value in introducing real-time chat based technologies into their work place and although they have their reservations, there are numerous perceived benefits that these technologies can bring into enhancing their customer service delivery.
Description
MBA thesis - WBS
Keywords
Artificial intelligence, Instant messaging services