Due to the changed conditions for companies and users, voice bots are becoming more and more relevant across industries. They offer a solution to the problem of ever-increasing customer expectations and also show a solution for companies to deal with the increasing number of channels while maintaining the same budget. Both, the places of integration and the application areas for voice bots are diverse. Especially for the channel call center, which is often under cost pressure due to increasing customer expectations.
Using the example of the German automotive industry, the aim of the work is to find out, how far the use of voice bots in call centers has already progressed and which tasks voice bots can take over from human agents.
Exemplary use cases (which are the equivalent from the company's point of view to the term "touchpoint" used from the customer's point of view) for voice bots in the call center should be elaborated and tested for their voice bot suitability and universal evaluation criteria for the selection of further use cases should be developed. This should enable each automotive manufacturer to individually assess their own use cases in the channel call center in terms of the voice bot suitability. Finally, a guideline has to be drawn to guide the German automobile manufacturers in promoting voice bots' use in their call centers.
To find out which general framework conditions, prerequisites, and potentials voice bots have, the focus has to be put on these items at the beginning of the work. Based on this, the topic of call centers along the customer journey will be developed to get an impression of the importance and the areas of application for call centers in the different journey phases.
Dealing with the exemplarily selected automotive industry, industry-specific peculiarities are thematized to design an expert survey and a further call center study to find out whether and for what purpose voice bots are already being used in the call centers and where further applications may be. In addition, current implementation barriers and success factors are identified to explain the status quo. For the expert surveys, various automotive industry experts, the voice bot technology supplying industry, and independent call center and technology experts will be interviewed for an objective view of the questions.
Based on the results obtained, influencing factors for voice bot suitability and a procedural guideline is developed.
Table of Contents
1.1 Problem Definition
1.2 Purpose of the Paper
1.3 Method
2.1 Definition of Voice Bots
2.2 Voice Bot Technology
2.2.1 Components of a Voice Bot Technology
2.2.1.1 Artificial Intelligence
2.2.1.2 Robotic Process Automation
2.2.1.3 Voice Component
2.2.1.4 Domain-Specific Training and Backend Integration
2.2.2 Process of a Voice Bot Interaction
2.3 Voice Bot Types
2.3.1 Voice Bot Types according to Functionalities
2.3.2 Voice Bot Types according to Places of Integration
2.4 Relevance of Voice Bots
2.4.1 Changed Customer Expectations & Progress in Technology
2.4.2 Benefits of Voice Bots
2.4.3 Potential Disadvantages & Limitations of Voice Bots
2.4.4 Relevance of Voice Bots for Corporate Applications
2.5 Success Factors for the Use of Voice Bots
2.5.1 Conception of the functional Capabilities of a Voice Bot
2.5.2 Technological Realization of a Voice Bot
2.5.3 Performance Controlling of a Voice Bot
3.1 Customer Journey
3.1.1 Definition of the Customer Journey
3.1.2 Conceptual Assignment of Touchpoints, Channels and Customer Experience
3.1.3 Increasing Importance of the Customer Journey
3.1.4 Customer Touchpoint Management Requirements for Companies
3.2 Call Centers
3.2.1 Definition of Call Centers
3.2.2 Call Center Types according to Communication Direction
3.2.3 Underlying IT-Landscape in Call Centers
3.2.4 Challenges in today's Call Centers
3.3 Use of Call Centers along the Customer Journey
3.3.1 Call Centers in the Phase of Awareness
3.3.2 Call Centers in the Phase of Consideration
3.3.3 Call Centers in the Phase of Purchase
3.3.4 Call Centers in the Phase of Usage
4.1 German Automotive Industry
4.1.1 Definition of the Automotive Industry
4.1.2 Characteristics of the German Automotive Industry
4.2 Industry-Specific Customer Journey of a Vehicle Purchase
4.3 Relevance of Call Centers in the German Automotive Industry
5.1 Analysis Methodology
5.2 Current Use of Voice Bots in German Automotive Call Centers along the Customer Journey
5.2.1 Use of German Automotive Call Centers along the Customer Journey
5.2.2 Status-Quo of the Implementation of Voice Bots in German Automotive Call Centers
5.3 General Potential of Voice Bots in German Automotive Call Centers
5.4 Potential of Voice Bots in German Automotive Call Centers along the Customer Journey
5.4.1 Phase of Awareness: Potential of Voice Bots in German Automotive Call Centers
5.4.2 Phase of Consideration: Potential of Voice Bots in German Automotive Call Centers
5.4.3 Phase of Purchase: Potential of Voice Bots in German Automotive Call Centers
5.4.4 Phase of Usage: Potential of Voice Bots in German Automotive Call Centers
5.5 Dependency Factors for the Use of Voice Bots
5.6 Guideline for the Usage of Voice Bots in German Automotive Call Centers
5.6.1 Step 1: General Success Factors to be considered
5.6.2 Step 2: Conception of a Routing and Prequalification Voice Bot
5.6.3 Step 3: Conception of a Case Closure Voice Bot
Objectives and Core Topics
The primary objective of this thesis is to examine the current state and future potential of voice bot implementation within call centers specifically for the German automotive industry. It addresses the research question of how far voice bot integration has progressed and which service tasks can be effectively transitioned from human agents to automated voice solutions to improve customer experience and operational efficiency.
- The technological foundations of voice bots, including AI, NLU, and RPA.
- An analysis of the "Customer Journey" and the specific touchpoints relevant to automotive vehicle purchases.
- The role and challenges of call centers within the German automotive sector.
- Development of universal evaluation criteria and a practical guideline for the implementation of voice bots in automotive call centers.
Excerpt from the Book
1.1 Problem Definition
Due to the changed framework conditions for companies and users, voice bots are becoming more and more relevant across industries. They do not only offer a solution to the problem of the ever-increasing customer expectations, but also for companies to solve the problem of an increasing number of channels while maintaining the same budget. Both, the places of integration and the application areas for voice bots are diverse and thus open up numerous potentials. Especially for the channel call center, which is often under cost pressure due to the increasing customer expectations, voice bots are often mentioned as a cost-reducing solution.
But with a special focus on the German automotive industry, car manufacturers seem to be reluctant to use voice bots. This is contradictory to the otherwise so advanced and worldwide renowned German manufacturers. It is also unclear why the voice bot is not used as a helper in times of cost and competitive pressure.
A barrier for the manufacturers could be that it is apparently not sufficiently analyzed for which tasks a voice bot should be used in an automotive call center and whether it will be accepted by the customers at all.
Summary of Chapters
1. Introduction: Outlines the problem of increasing customer expectations and the reluctance of the German automotive industry to adopt voice bots, setting the purpose for developing a guideline.
2. Voice Bots: Provides a technical foundation defining voice bots and explaining their core components like Artificial Intelligence, Robotic Process Automation, and voice processing.
3. Call Centers along the Customer Journey: Analyzes the concept of the customer journey, the role of call centers within its four phases, and the requirements for effective management.
4. Call Centers in the German Automotive Industry: Defines the German automotive industry and examines the unique characteristics and specific customer journey phases inherent to vehicle purchases.
5. Recommendations for the Use of Voice Bots in German Automotive Call Centers: Details the methodology of the expert survey and presents findings regarding implementation status, potentials, and dependencies, concluding with a procedural guideline.
Keywords
Voice Bots, Customer Journey, Automotive Industry, Call Center, Artificial Intelligence, NLU, Robotic Process Automation, Customer Experience, Digital Transformation, Touchpoint Management, Speech Recognition, Process Automation, Germany, Automotive OEMs, Service Efficiency.
Frequently Asked Questions
What is the core focus of this master’s thesis?
The thesis examines the potential for implementing voice bot technology within call centers of the German automotive industry to optimize customer service processes.
What are the primary themes discussed in the paper?
The study covers voice bot technology, the structure of the German automotive industry, the concept of the Customer Journey, and strategic guidelines for bot implementation.
What is the main research question or objective?
The work aims to determine the current progress of voice bot usage in the industry and to develop universal evaluation criteria and guidelines for companies to assess their voice bot suitability.
Which scientific methodology does the author apply?
The author conducts a qualitative market research approach, utilizing expert interviews with industry professionals and a targeted call center investigation involving German automobile OEMs.
What topics are covered in the main body of the work?
The main body treats the technological components of voice bots, the phases of the automotive customer journey, current implementation hurdles, and provides a realization cycle for new functionalities.
How would you characterize this thesis using keywords?
Key terms include Voice Bots, Customer Journey, German Automotive Industry, Artificial Intelligence, Call Center Optimization, and Digital Service Management.
How do automotive product characteristics influence voice bot suitability?
The high complexity and emotional involvement associated with vehicle purchases act as a limiting factor, leading experts to suggest that voice bots are best suited for standardized, low-emotion tasks.
What is the general expert consensus on replacing human agents with bots?
Experts generally agree that while voice bots can handle routing and routine information requests, human agents remain essential for complex, emotional, or high-value cases to maintain customer satisfaction.
- Arbeit zitieren
- Laura Dahlhaus (Autor:in), 2019, Recommendations for the Use of Voice Bots in Call Centers of the German Automotive Industry, München, GRIN Verlag, https://www.grin.com/document/1302877
