The increasing digitalization of society has an impact on everyday life. The demands and needs of customers are growing due to constant and real-time connectivity with the Internet. E-commerce has developed along with the expansion of the Internet. Especially, the customer service has changed greatly in recent years.
To meet customer demands, companies have established further contact channels so that a comprehensive range of services can be ensured. Service is becoming an increasingly important success factor for companies. The goal of this book is to determine and evaluate the use of chatbots in customer service and online marketing.
It answers the following questions: Where can chatbots be used in customer management and online marketing? How does using chatbots in customer service and marketing affect a specific customer journey? What are the benefits of using chatbots for both customers and the company? And what methods and requirements should be considered when using chatbots?
In this book:
- customer relationship management;
- marketing communications;
- Facebook Messenger;
- user behavior;
- communication channel
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Status Quo and Motivation
- Research Questions and Goals
- Structure
- Theoretical Framework
- Marketing Communications
- Customer Relationship Management
- Chatbots
- Chatbots in E-Commerce
- Implementation throughout the Customer Journey
- Opportunities
- Practical Use Case Analysis and Implementation
- Collection and Selection of Use Cases
- Requirements
- Implementation
- Evaluation
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to investigate the application and opportunities of chatbots in the customer experience of e-commerce. It explores the role of chatbots in enhancing customer service, optimizing customer journeys, and creating new opportunities for businesses.
- The evolving landscape of customer service in the e-commerce industry.
- The theoretical framework of chatbots, including their application in marketing communications and customer relationship management.
- The practical implementation of chatbots in e-commerce, focusing on customer journey integration and the potential benefits for businesses.
- The analysis of real-world use cases, highlighting the challenges and successes of chatbot implementation.
- The future implications and opportunities of chatbots in e-commerce.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter provides an overview of the current state of customer service in the e-commerce industry, highlighting the growing need for innovative solutions to meet evolving customer expectations. It outlines the research questions and objectives of the study, followed by a description of the thesis structure.
- Theoretical Framework: This chapter explores the theoretical foundation of chatbots, examining their role in marketing communications, customer relationship management, and their broader impact on business strategies.
- Chatbots in E-Commerce: This chapter delves into the implementation of chatbots within the e-commerce landscape, analyzing their integration throughout the customer journey and exploring the various opportunities they present for businesses.
- Practical Use Case Analysis and Implementation: This chapter presents a detailed analysis of real-world use cases of chatbots in e-commerce, focusing on the practical aspects of collection, selection, requirements, implementation, and evaluation.
Schlüsselwörter (Keywords)
This study focuses on key concepts such as chatbots, customer experience, e-commerce, customer relationship management, marketing communications, customer journey, use case analysis, and implementation strategies.
- Arbeit zitieren
- Anonym (Autor:in), 2019, Chatbots in Customer Experience. Application and Opportunities in E-Commerce, München, GRIN Verlag, https://www.grin.com/document/465937
