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 ‘‘switchpoint’’ for ensuring the effectiveness and efficiency in a customer-machineconversation. 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.

The challenging meet between human and artificial knowledge. A systems-based view of its influences on firms-customers interaction

Saviano Marialuisa
;
Del Prete Marzia;
2023-01-01

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 ‘‘switchpoint’’ for ensuring the effectiveness and efficiency in a customer-machineconversation. 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.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11386/4814334
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