 Les agents virtuels intelligents: quels atouts pour la relation client ?Catherine Viot and
Grégory Bressolles
Post-Print from HAL Abstract: While conversion rates on retail websites are still consi- dered 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 in- tegration of a Intelligent Virtual Agent (IVA) into the other customer relationship channels. A critical assessment of In- telligent Virtual Agents' performance is first made. They pre- sent 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 hu- manization of the website and the improvement of service quality, their integration into the multichannel customer re- lationship system and the control of operational costs - are then discussed. Keywords: Intelligent Virtual Agent; relationship marke- ting; customer relationship; Internet; social presence; ser- vice quality.; Agent Virtuel Intelligent; marketing relationnel; relation client; présence sociale; qualité de service. (search for similar items in EconPapers) Published in Décisions Marketing, 2012, 65, pp.45-56. ⟨10.7193/DM.065.45.56⟩ There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02424261 DOI: 10.7193/DM.065.45.56 Access Statistics for this paper More papers in Post-Print from HAL |
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