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Article
Publication date: 14 March 2023

Marialuisa Saviano, Marzia Del Prete, Jens Mueller and Francesco Caputo

This paper aims to recall the attention on a key challenge for customer relationship management related to the role of human agents in the management of the “switch point” for…

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Abstract

Purpose

This paper aims to recall the attention on a key challenge for customer relationship management related to the role of human agents in the management of the “switch point” for ensuring the effectiveness and efficiency in a customer-machine conversation.

Design/methodology/approach

This study contributes to the discussion about the firms’ approach to artificial intelligence (AI) in frontline interactions under the conceptual umbrella provided by knowledge management studies.

Findings

This paper provides a theoretical model for clarifying the role of human intelligence (HI) in AI-based frontline interactions by highlighting the relevance of the actors’ subjectivity in the dynamics and perceptions of customer-machine conversations.

Originality/value

An AI-HI complementarity matrix is proposed in spite of the still dominant replacement view.

Details

Journal of Knowledge Management, vol. 27 no. 11
Type: Research Article
ISSN: 1367-3270

Keywords

Available. Open Access. Open Access
Article
Publication date: 29 January 2025

Marialuisa Saviano, Asha Thomas, Marzia Del Prete, Daniele Verderese and Pasquale Sasso

This paper aims to contribute to the discussion on integrating humans and technology in customer service within the framework of Society 5.0, which emphasizes the growing role of…

186

Abstract

Purpose

This paper aims to contribute to the discussion on integrating humans and technology in customer service within the framework of Society 5.0, which emphasizes the growing role of artificial intelligence (AI). It examines how effectively new generative AI-based chatbots can handle customer emotions and explores their impact on determining the point at which a customer–machine interaction should be transferred to a human agent to prevent customer disengagement, referred to as the Switch Point (SP).

Design/methodology/approach

To evaluate the capabilities of new generative AI-based chatbots in managing emotions, ChatGPT-3.5, Gemini and Copilot are tested using the Trait Emotional Intelligence Questionnaire Short-Form (TEIQue-SF). A reference framework is developed to illustrate the shift in the Switch Point (SP).

Findings

Using the four-intelligence framework (mechanical, analytical, intuitive and empathetic), this study demonstrates that, despite advancements in AI’s ability to address emotions in customer service, even the most advanced chatbots—such as ChatGPT, Gemini and Copilot—still fall short of replicating the empathetic capabilities of human intelligence (HI). The concept of artificial emotional awareness (AEA) is introduced to characterize the intuitive intelligence of new generative AI chatbots in understanding customer emotions and triggering the SP. A complementary rather than replacement perspective of HI and AI is proposed, highlighting the impact of generative AI on the SP.

Research limitations/implications

This study is exploratory in nature and requires further theoretical development and empirical validation.

Practical implications

The study has only an exploratory character with respect to the possible real impact of the introduction of the new generative AI-based chatbots on collaborative approaches to the integration of humans and technology in Society 5.0.

Originality/value

Customer Relationship Management managers can use the proposed framework as a guide to adopt a dynamic approach to HI–AI collaboration in AI-driven customer service.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

Keywords

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Book part
Publication date: 7 October 2020

Mathieu Lajante and Marzia Del Prete

  • Connecting with customers at the organizational frontline is not only a matter of transaction but is also a matter of emotional connection
  • Customers interact with retailers to seek…

Abstract

Learning Outcomes

  • Connecting with customers at the organizational frontline is not only a matter of transaction but is also a matter of emotional connection

  • Customers interact with retailers to seek social contact in order to recover their affective and cognitive balance

  • Chatbots are well suited to resolve simple problems; they keep social interactions simple, and they provide cognitive clarity and personalized answers without engaging customers in socioaffective interactions

  • Chatbots must develop the ability to read customers' emotions in order to identify the exact point at which the conversation must be managed by a human agent

Connecting with customers at the organizational frontline is not only a matter of transaction but is also a matter of emotional connection

Customers interact with retailers to seek social contact in order to recover their affective and cognitive balance

Chatbots are well suited to resolve simple problems; they keep social interactions simple, and they provide cognitive clarity and personalized answers without engaging customers in socioaffective interactions

Chatbots must develop the ability to read customers' emotions in order to identify the exact point at which the conversation must be managed by a human agent

Available. Content available
Book part
Publication date: 7 October 2020

Free Access. Free Access

Abstract

Details

Retail Futures
Type: Book
ISBN: 978-1-83867-664-3

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