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2023 | Buch

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Artificial Intelligence along the Customer Journey

A Customer Experience Perspective

verfasst von: Ada Maria Barone, Emanuela Stagno

Verlag: Springer Nature Switzerland

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

The development of several AI solutions has revolutionized the way in which consumers behave. Serving as a guide to the role that AI plays on different aspects of consumers’ life, this book provides a comprehensive understanding of the main artificial intelligence (AI) solutions available in the market. In particular, the authors adopt a customer experience approach to investigate how different AI technologies play a role at different stages of the customer journey (e.g., from pre-purchase to post-purchase decisions).

Covering a range of technologies, such as augmented reality, voice assistants, chatbots and robots, readers will be able to learn which strategies and AI solutions are more effective at different stages of the customer journey.

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Inhaltsverzeichnis

Frontmatter

Chapter 1. Introduction

Abstract

This chapter provides an overview of what artificial intelligence is and how it is applied in the different technologies used in retail and commercial settings. Moreover, the chapter presents the different technologies covered in the book and provides empirical evidence of how these technologies can be categorised. In particular, using an online consumer sample (N = 600), the study shows how consumers assess the sensory and social functions of different AI solutions. Based on the findings, the chapter proposes a theoretical framework that will be used as a guide throughout the book. Finally, the chapter discusses the concept of customer journey and sets the stage for explaining how different AI solutions can serve several purposes to enhance the customer experience.

Ada Maria Barone, Emanuela Stagno

Chapter 2. AI-powered Self-service Technologies

Abstract

This chapter provides an overview of how artificial intelligence has reshaped the concept of self-service technologies (SSTs). Specifically, this chapter focuses on the latest developments in no-contact technologies enabled by artificial intelligence and employed in store, namely checkout-free and just walk out technologies. These AI-powered self-service solutions substantially simplify purchases in store by removing the need to go through a lengthy payment process with a human employee or a traditional self-service machine. Therefore, they enable a frictionless and seamless purchase process by revolutionising one key component of the purchase stage of the customer journey. As these AI applications are still underexplored in the literature and little is known about their effect on consumer behaviour, we discuss potential avenues that future research could explore to deepen our understanding of these tools.

Ada Maria Barone, Emanuela Stagno

Chapter 3. Chatbots

Abstract

This chapter discusses the role that chatbots can play along the customer journey. As text-based conversational agents that can have conversations with consumers through the use of natural language processing softwares, chatbots are now taking over customer service and support. In this chapter, we discuss what these tools can do (e.g., answering queries, handling customer complaints), how they can be best designed for successful customer experiences (e.g., human-like features, conversational style), and what is their impact on consumers’ perceptions and behaviour. We also build on current applications in the market to further discuss the role that these agents could play in the purchase stage and to suggest directions for future research on this topic.

Ada Maria Barone, Emanuela Stagno

Chapter 4. Voice Assistants

Abstract

This chapter is focused on voice assistants, conversational agents that communicate with humans through a voice interface and that are commonly used by consumers in their household to complete consumption- (e.g., ordering products) and non-consumption-related tasks (e.g., listening to music). In particular, this chapter is aimed at outlining the current theoretical perspectives exploring the drivers of consumers’ adoption of voice assistants and the impact that the use of these tools has on consumers’ perceptions and behaviours. We also highlight barriers to the adoption and use of these devices. Finally, we discuss how voice assistants impact several touchpoints along the customer journey and discuss how to best understand their role from a theoretical point of view.

Ada Maria Barone, Emanuela Stagno

Chapter 5. Robots in Retail

Abstract

This chapter describes service robots, the most advanced and forward-looking development in service contexts enabled by artificial intelligence. Thanks to their ability to socially interact with consumers, service robots can play a variety of roles across the customer journey, with significant impact on how consumers experience and interpret service encounters. In this chapter, we define and discuss the main characteristics of service robots and how these affect consumers’ perceptions and behaviours. We also detail how these technologies can be used for collaboration with humans, and how they affect the way consumers might respond to a service failure. We conclude this chapter by providing directions for future research and by summarising the opportunities offered by service robots along the customer journey.

Ada Maria Barone, Emanuela Stagno

Chapter 6. Augmented Reality

Abstract

This chapter discusses the possibilities offered by augmented reality (AR) along the customer journey for the development of successful customer experiences. Augmented reality enables the superimposition of virtual elements to the users’ body features and surrounding environments, thus enhancing the reality they are currently inhabiting and the products or services they are experiencing. After defining what augmented reality is, we distinguish between the different applications of AR in mobile, online, and in store contexts. We then discuss and review the literature on how augmented reality is applied in the pre-purchase and purchase stage of the customer journey, specifically highlighting its impact in terms of advertising and retailing. Finally, we draw some conclusions and suggest possibilities for future research.

Ada Maria Barone, Emanuela Stagno

Chapter 7. Virtual Reality and the Customer Journey

Abstract

This chapter is aimed at describing what virtual reality is and makes virtual reality experiences unique. We define the main dimensions of virtual reality, putting emphasis on its immersive nature and the ability of this technology to trigger feelings of telepresence. In particular, we discuss how virtual reality can be used to reshape and redefine the customer journey. Finally, we suggest some directions for future research and detail the different roles that virtual reality can play for customer experience.

Ada Maria Barone, Emanuela Stagno

Chapter 8. Conclusions

Abstract

The chapters provide an overview of the main topics discussed in the book by summarising how AI technologies are currently used across the customer journey. Furthermore, we provide some concluding remarks on the future of artificial intelligence and customer experience from both a practical and theoretical point of view.

Ada Maria Barone, Emanuela Stagno

Backmatter

Titel: Artificial Intelligence along the Customer Journey
verfasst von: Ada Maria Barone
Emanuela Stagno
Copyright-Jahr: 2023
Verlag: Springer Nature Switzerland
Electronic ISBN: 978-3-031-48792-7
Print ISBN: 978-3-031-48791-0
DOI: https://doi.org/10.1007/978-3-031-48792-7

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