Case study about improving sales in AI based chatbots
Pesonen, Anne (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025081123870
https://urn.fi/URN:NBN:fi:amk-2025081123870
Tiivistelmä
This thesis explores the potential of AI based chatbots in improving sales and customer engagement, with a specific focus on the electricity market in Finland. The study is conducted as a case study for Fortum Markets Oy, aiming to develop a roadmap for enhancing their chatbot to better serve as a sales tool. The research combines a literature review, benchmarking of chatbots used by electricity companies (n=70), and semi-structured interviews with potential customers (n=10).
The literature review highlights the evolving role of AI chatbots in business operations, emphasizing their ability to automate processes, enhance customer experience, and drive sales. The findings suggest that chatbots can play a crucial role in reducing purchase hesitation and converting hesitant customers into actual buyers.
Benchmarking shows limited chatbot adoption in the electricity industry, but there are significant improvement opportunities. The highest-performing chatbots are capable of delivering high-quality responses and engaging customers efficiently. However, many of them remain more focused on serving existing customers rather than attracting new ones. A chatbot's primary role in boosting sales is to reduce purchase hesitation.
Semi-structured interviews identify key factors influencing customer experience with chatbots, including the importance of quick and easy access to information, smooth handover to human agents, and personalized product recommendations. The interview findings corroborated the theoretical framework, revealing that hesitant customers often seek assistance from chatbots to gain a clearer understanding of product features and receive support before making a purchase decision.
Based on the research findings, a roadmap is developed for Fortum Markets Oy, prioritizing ac-tions to improve product recommendations, enhance the handover process to human agents, and encourage customer conversations. The roadmap aims to make the chatbot an integral part of the sales funnel, ultimately improving customer engagement and driving sales.
This study provides valuable insights for electricity companies and other service providers look-ing to leverage AI chatbots to enhance their sales strategies and customer experience.
The literature review highlights the evolving role of AI chatbots in business operations, emphasizing their ability to automate processes, enhance customer experience, and drive sales. The findings suggest that chatbots can play a crucial role in reducing purchase hesitation and converting hesitant customers into actual buyers.
Benchmarking shows limited chatbot adoption in the electricity industry, but there are significant improvement opportunities. The highest-performing chatbots are capable of delivering high-quality responses and engaging customers efficiently. However, many of them remain more focused on serving existing customers rather than attracting new ones. A chatbot's primary role in boosting sales is to reduce purchase hesitation.
Semi-structured interviews identify key factors influencing customer experience with chatbots, including the importance of quick and easy access to information, smooth handover to human agents, and personalized product recommendations. The interview findings corroborated the theoretical framework, revealing that hesitant customers often seek assistance from chatbots to gain a clearer understanding of product features and receive support before making a purchase decision.
Based on the research findings, a roadmap is developed for Fortum Markets Oy, prioritizing ac-tions to improve product recommendations, enhance the handover process to human agents, and encourage customer conversations. The roadmap aims to make the chatbot an integral part of the sales funnel, ultimately improving customer engagement and driving sales.
This study provides valuable insights for electricity companies and other service providers look-ing to leverage AI chatbots to enhance their sales strategies and customer experience.