Improving Customer Service with Intelligent Virtual Assistants
Väänänen, Vesa-Matti (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060117007
https://urn.fi/URN:NBN:fi:amk-2023060117007
Tiivistelmä
The objective of this thesis was to propose the implementation of Intelligent Virtual Assistants in the customer center of the case company. The case company is a Nordic insurance company. Customer experience and the case company’s customer service resources are vital for succeeding as an insurance company.
The research approach is applied action research and uses qualitative research methods. This study included four stages. First, the current process of contacting customer service by phone was analyzed with subject matter experts. The first stage resulted in identifying strengths and weaknesses in the current process, including current automation levels, wasted calls, and the complex process of reaching the correct department. The second stage consisted of reviewing available literature and best practices on the subject matter to improve the current process. The conceptual framework of the thesis focused on the topics of IVAs, chatbots, and their comparison.
As the outcome of the thesis, the proposal for the improved process and its map were created with the help of input from key stakeholders within the company. The proposal includes implementing IVAs as a first contact point, having them solve simple customer issues independently, and identifying if a human service advisor is needed. This proposal was discussed and reviewed with the key stakeholders, and the final proposal was created based on their feedback.
The improved process helps the case company implement Intelligent Virtual Assistants in its customer center. The implementation provides the opportunity to improve the customer experience and enable the case company to utilize human customer service agents in more complex tasks that require human attention.
The research approach is applied action research and uses qualitative research methods. This study included four stages. First, the current process of contacting customer service by phone was analyzed with subject matter experts. The first stage resulted in identifying strengths and weaknesses in the current process, including current automation levels, wasted calls, and the complex process of reaching the correct department. The second stage consisted of reviewing available literature and best practices on the subject matter to improve the current process. The conceptual framework of the thesis focused on the topics of IVAs, chatbots, and their comparison.
As the outcome of the thesis, the proposal for the improved process and its map were created with the help of input from key stakeholders within the company. The proposal includes implementing IVAs as a first contact point, having them solve simple customer issues independently, and identifying if a human service advisor is needed. This proposal was discussed and reviewed with the key stakeholders, and the final proposal was created based on their feedback.
The improved process helps the case company implement Intelligent Virtual Assistants in its customer center. The implementation provides the opportunity to improve the customer experience and enable the case company to utilize human customer service agents in more complex tasks that require human attention.