The Impact of Artificial Intelligence (AI) on Customer Relationship Management: A Qualitative Study

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Abstract

Ever since the commercialization of the Internet in the '90s, technology has been evolving faster than ever with the advent of cloud computing, social media, ubiquitous mobile devices, the Internet of Things (IoT), blockchain, and more. A staggering number of three billion internet users, five billion mobile users, and six billion devices are now connected through this massive global network of networks, facilitating customer information exchange and interaction never before seen in history. Driven by recent technological advances in computing power, big data, high-speed internet connection, and easier access to models built with advanced algorithms, Artificial Intelligence (AI) is the next wave of innovation, which has already come into widespread awareness in the consumer world with the emergence of virtual assistants and chatbots (e.g., Amazon's Alexa, Apple's Siri, Google's Assistant), image recognition (e.g., Facebook Photos, Google ImageNet), personalized recommendations (e.g., Netflix, Amazon) and autonomous driving (e.g., Tesla, Google Waymo). This qualitative research study intends to learn about the impact of AI on customer relationship management (CRM), specifically in the area of customer service of problem resolution. Most prior research focuses on the AI technologies leveraged in CRM systems, such as machine learning, natural language processing, voice recognition, chatbots, data analytics, and cloud infrastructure. Few extant studies have used a qualitative research methodology to gather data from industry experts to truly understand the impact of AI technologies on customer relationship management, especially in the area of customer service and problem resolution. This study aims to fill this research gap. This research contributes to the literature on AI in the context of CRM and is of value to both academics and practitioners as it provides a detailed analysis and documentation of the impact of AI on the customer service domain.
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人工智能(AI)对客户关系管理的影响:定性研究
自上世纪90年代互联网商业化以来,随着云计算、社交媒体、无处不在的移动设备、物联网(IoT)、区块链等的出现,技术的发展速度比以往任何时候都要快。30亿互联网用户、50亿移动用户和60亿台设备通过这个庞大的全球网络连接在一起,促进了历史上前所未有的客户信息交换和互动。在计算能力、大数据、高速互联网连接以及更容易使用先进算法构建模型等最新技术进步的推动下,人工智能(AI)是下一波创新浪潮。随着虚拟助手和聊天机器人(例如亚马逊的Alexa、苹果的Siri、谷歌的Assistant)、图像识别(例如Facebook Photos、谷歌ImageNet)、个性化推荐(如Netflix、亚马逊)和自动驾驶(如特斯拉、谷歌Waymo)。本定性研究旨在了解人工智能对客户关系管理(CRM)的影响,特别是在解决问题的客户服务领域。大多数先前的研究都集中在CRM系统中利用的人工智能技术,如机器学习、自然语言处理、语音识别、聊天机器人、数据分析和云基础设施。很少有现有的研究使用定性研究方法从行业专家那里收集数据,以真正了解人工智能技术对客户关系管理的影响,特别是在客户服务和问题解决领域。本研究旨在填补这一研究空白。这项研究为CRM背景下的人工智能文献做出了贡献,对学者和从业者都有价值,因为它提供了人工智能对客户服务领域影响的详细分析和文档。
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