LES AGENTS VIRTUELS INTELLIGENTS Quels atouts pour la relation client ?

Catherine Viot and Grégory Bressolles ()
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Catherine Viot: LSAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon
Grégory Bressolles: Kedge Business School [Talence]

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Abstract: While conversion rates on retail websites are still considered as low and while the customer experience of online purchase is often perceived as lacking human warmth and while consumer services collapse under information and complaints' requests, a solution exists. It is based on the integration of a Intelligent Virtual Agent (IVA) into the other customer relationship channels. A critical assessment of Intelligent Virtual Agents 'performance is first made. They present qualities bound to the technological progress but they remain perfectible. Considering this assessment, the assets of the IVA in terms of customer relationship - in particular their influence on consumer outcomes, their role in the humanization of the website and the improvement of service quality, their integration into the multichannel customer relationship system and the control of operational costs - are then discussed

Keywords: service quality; intelligent virtual agent; social presence (search for similar items in EconPapers)
Date: 2012
Note: View the original document on HAL open archive server: https://hal.science/hal-01803745v1
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Published in Décisions Marketing, 2012, 65, pp.45-56

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