Effectiveness and Future Development of Applying Artificial Intelligence on Customer Service – Taking Company H as an Example
應用人工智慧在客戶服務中的有效性和未來發展 – 以 H 公司為例
Ping Chun Chen*
陳平勳*
Ph.D. Program of Business, Student of College of Business, Feng Chia University
逢甲大學商學院學生 商學博士
Tzu Ching Weng
慈瓊榮
Ph.D. Program of Business, Professor of College of Business, Feng Chia University
逢甲大學商學院博士
ABSTRACT
抽象
Artificial Intelligence (AI) can deal with numerous questions immediately, to let company available to focus on handling the works which are more complicated. The AI applications not only can enhance efficiency but also reduce the costs noticeably, and ensure company can provide all day customer support in real time. In this article, we utilized company H as the research object, aimed to discuss effectiveness and future development of applying AI on Customer Service. First, this study collected relative information by literature review, to get preliminary understanding of customer service and AI. Second, estimated effectiveness and future development of customer service department applied AI with In-Depth Interview. Third, to find countermeasures and strategies for the anticipated questions. The observation could be summarized as follows: (1) After company H applied AI technology, it has created several effectiveness, such as lowering the labor cost, improving operating efficiency, making better decision for precision marketing by data analysis, creating competitiveness, upgrading the customer experience. (2) Although AI was able to bring plenty of effectiveness, it might not fully meet customers’ needs since the humanization of AI was not enough. (3) In the future, company needs to upgrade humanization and understanding ability of AI. Also, to emphasize flexible cooperation between AI and employees of customer service, in order to make up for the questions of using AI.
人工智慧 （AI） 可以立即處理眾多問題，讓公司可以專注於處理更複雜的工作。AI 應用程式不僅可以提高效率，還可以顯著降低成本，並確保公司可以即時提供全天客戶支援。在本文中，我們以 H 公司為研究物件，旨在討論將人工智慧應用於客戶服務的有效性和未來發展。首先，本研究通過文獻綜述收集相關信息，初步瞭解客戶服務和 AI。其次，通過深度訪談估計客戶服務部門應用人工智慧的有效性和未來發展。第三，為預期問題找到對策和策略。觀察結果可以總結如下：（1） H 公司應用人工智慧技術后， 創造了多種效果，例如降低人工成本、提高運營效率、通過數據分析更好地做出精準行銷決策、創造競爭力、提升客戶體驗。（2） 儘管 AI 能夠帶來大量的有效性，但由於 AI 的人性化還不夠，它可能無法完全滿足客戶的需求。（3） 未來，公司需要提升人工智慧的人性化和理解能力。此外，強調 AI 與客戶服務人員之間的靈活合作，以彌補使用 AI 的問題。
Keywords: Artificial Intelligence, Customer Service, In-Depth Interview, Customer Experience
關鍵詞：人工智慧，客戶服務，深度訪談，客戶體驗
INTRODUCTION
介紹
Traditional customer service has to spend a lot of time solving the same issues. It may lead to a negative experience since customer wait for long time, information is incorrect or the attitude of service staff. Consumer services is growing in a highly competitive market, thus businesses need to offer more timely and varied customer care channels to keep customers loyal to their brands. In order to address the issues of labor prices and job scarcity, numerous businesses are assessing different intelligent, digital, and automated technology solutions to include AI into customer service procedures. AI and natural language processing have allowed computers to not only comprehend human speech but also respond intelligently and quickly. It was available to create plenty of effectiveness, but there are still some requirements cannot fully be solved by AI. So, in this article, we are going to use In-Depth Interview to discuss the effectiveness and future development of applying AI on customer service, and also try to find the solution for insufficient of AI application.
傳統的客戶服務必須花費大量時間來解決相同的問題。 由於 客戶等待時間長、資訊不正確或服務人員的態度，這可能會導致負面體驗。消費者服務在競爭激烈的市場中不斷發展，因此企業需要提供更及時和多樣化的客戶服務管道，以保持客戶對其品牌的忠誠度。為了解決勞動力價格和工作稀缺問題，許多企業正在評估不同的智慧、數位化和自動化技術解決方案，以將人工智慧納入客戶服務程式。 人工智慧和自然語言處理使計算機不僅能夠理解人類語音，而且能夠智慧、快速地做出回應。 它可以創造很多效果，但仍有一些 要求無法透過 AI 完全解決。 因此，在本文中，我們將使用 In-Depth Interview 來討論將 AI 應用於客戶服務的有效性和未來發展，並嘗試找到 AI 應用不足的解決方案。
LITERATURE REVIEW
文獻綜述
Nowadays, customer service with live chat interfaces which based on AI was became an increasingly popular. AI could bring time and cost saving benefits, but it still frequently fails to meet customer expectations (Adam et al., 2021). This chapter will divide into two sections: customer service and artificial intelligence.
如今，基於 AI 的即時聊天介面的客戶服務越來越受歡迎。人工智慧可以帶來節省時間和成本的好處，但它仍然經常無法滿足客戶的期望（Adam et al.， 2021）。本章將分為兩個部分：客戶服務和人工智慧。
2.1 Customer Service
2.1 客戶服務
Desatnick (1994) mentioned that there is going to be either the era of client sovereignty or the period of customer insurrection in twenty-first century. Actually, service quality was driven in part by the behavior of the service provider, and not all service situations could apply same customer service. This section will review the literature on the definition, benefits, and applications of customer service, list as below.
Desatnick （1994） 提到，在 21 世紀，要麼是客戶主權的時代，要麼是客戶起義的時期。實際上，服務品質在一定程度上是由服務提供者的行為驅動的，並非所有服務情況都可以應用相同的客戶服務。本節將回顧有關客戶服務的定義、優勢和應用的文獻，如下所示。
Customer service definition
客戶服務定義
Customer service is broadly defined as any action taken by employees that is specifically directed toward affecting service quality (Ryan et al., 2003). It also been described as an economic activity at a specific place and time through the acts or performance that creates a certain value or provides benefits for a customer (Xie et al., 2016; Bordoloi et al., 2018). There are many factors affect how well employees serve customers and the level of service, such as product quality, equipment downtime, physical layout, unrealistic customer expectations, and so on (Brown & Mitchell, 1993; Spencer, 1991). George & Jones (1991) suggested that the quality of customer service not only depend on the level of service delivered, but also on what the customer desires.
客戶服務被粗略地定義為員工採取的任何 專門針對影響服務質量的行動（Ryan等人。，2003 年）。它也被歸結為在特定地點和時間通過為客戶創造一定價值或提供利益的行為或表現的經濟活動（Xie et al.， 2016;Bordoloi等人，2018 年）。 影響員工服務客戶程度和服務水準的因素有很多，例如產品品質、設備停機時間、物理佈局、不切實際的客戶期望等等（Brown & Mitchell，1993;Spencer， 1991）。George & Jones （1991） 建議，客戶服務的質量不僅取決於提供的服務水準，還取決於客戶的期望。
Customer service applications
客戶服務應用程式
In addition to fundamental business, customer service is used in a variety of industries, including transportation, healthcare, financial, and so on. Nearly all of them have set up customer service departments. Shostack (1985) distinguished three categories of service contact: in-person, indirect, and remote encounters. Nowadays, as Smart digital devices and advanced technologies, customer service transfer to a “untact” service and widely use in various areas of daily life, such as ordering food, handling financial transactions, and order multitude of products or services (Lee & Lee, 2020).
除了基礎業務外，客戶服務還用於各種行業，包括運輸、醫療保健、金融等。N早期他們都設立了客戶服務部門。Shostack （1985） 區分了三類服務聯繫：面對面、間接和遠端接觸。隨著智慧數位設備和先進技術的出現，客戶服務轉變為“無接觸”的服務，並廣泛用於日常生活的各個領域，如訂購食品、處理金融交易以及訂購多種產品或服務（Lee & Lee，2020）。
Customer service benefits
客戶服務優勢
Customer service primarily used to build relationship between company and customer, in order to foster customer loyalty. Customers willing to establish and preserve connections with service companies due to the benefits that they might derive. The relational benefits can be defined as customers receive from long-term relationships above and beyond the core service performance. The benefits can be divided into three types: confidence benefits, Social benefits, and Special treatment benefits (Gwinner et al., 1998). Since customer has developed a relationship with the provider and knows what to expect, make a customer feel more secure, escalating the customer’s trust level, this is belongs to confidence benefits (Chou & Chen, 2018). Social benefits that come from developing a relationship with the company include camaraderie, familiarity, and personal recognition from the staff. Special treatment benefits included preferential treatment, extra attention, price discounts, and faster service (Gwinner et al., 1998). In conclusion, it can be seen that customer service bringing benefits both for customer and company.
客戶服務主要用於在公司和客戶之間建立關係，以提高客戶忠誠度。客戶願意與服務公司建立和保持聯繫，因為他們可能獲得的好處。 關係優勢可以定義為客戶從上述長期關係中獲得，並且受益於核心服務性能。 這些福利可分為三種類型：confidence benefit、Social Benefits 和 Special treatment Benefits （Gwinner et al.， 1998）。由於客戶已經與供應商建立了關係並知道該期待什麼，使客戶感到更安全，提升了客戶的信任度，這就是屬於信心的好處（Chou & Chen， 2018）。與公司建立關係帶來的社會利益包括友情、熟悉度和員工的個人認可。特殊待遇福利包括優惠待遇、額外關注、價格折扣和更快的服務（Gwinner 等人，1998 年）。 綜上所述，可以看出，客戶服務為客戶和公司都帶來了好處。
2.2 Artificial Intelligence
2.2 人工 I智慧
To analyze the effectiveness and future development of applying AI on customer service, this section is going to review the relative literature of AI and divide into three parts: definition, application and advantages & disadvantages.
為了分析將人工智慧應用於客戶服務的有效性和未來發展，本節將回顧 人工智慧的相關文獻，並分為三個部分：定義、應用和優點和缺點。
2.2.1 Definition of AI
2.2.1 AI 的定義
The intelligence is ability of think or imagine creating memorizing and understanding, recognizing patterns, making choices adapting to change and learn from experience. AI is defined as the ability of a machine or computer to demonstrate intelligence in order to solve complicated issues. AI is also being thought as a physiology intelligence in simple language which is the computational part of the ability to achieve goals and integration of computer science. According to philosophy of AI, it can be divided into strong AI & weak AI and describe as follows (Jatin Borana, 2016; John McCarthy, 2007):
智力是思考或想像的能力、創造記憶和理解、識別模式、做出選擇、適應變化和從經驗中學習的能力。AI 被定義為機器或電腦展示智慧以解決複雜問題的能力。人工智慧也 被認為是一種生理學 iintelligence 用簡單的語言來說，它是實現目標的能力的計算部分和計算機科學的整合。根據AI的哲學，它可以分為strong AI & weak AI，並如下描述（Jatin Borana， 2016; John McCarthy，2007 年）：
2.2.1.1 Strong AI
2.2.1.1 強 AI
The principle of strong AI is that the machines could be made to think or in another way to simulate human minds. Strong AI also been thought as a machine which can have human intelligence, ability to reason, think, do all functions which human is capable of doing, and will surround with us in the near future.
強人工智慧的原理是，機器可以思考或以其他方式類比人類思維。 強人工智慧也被認為是一種機器，它可以擁有人類的智慧、推理、思考的能力，執行人類能夠完成的所有功能，並將在不 久的將來與我們在一起。
2.2.1.2 Weak AI
2.2.1.2 弱 AI
The principle of Weak AI is that the machines can be made to act as if they are intelligent. To be easily added to computer to make them more useful tools and this already started to happen is the features of Weak AI. For example, when playing chess game against a computer, you may feel as if the computer is making impressive moves, but in fact, it isn't thinking or planning at all. Instead, human input of the moves is fed into the computer beforehand, ensuring that the software will execute the moves at the appropriate times. Weak AI could perform activities, which would otherwise only be expected of the human brain. These activities were thought as capacity for knowledge, comprises of the ability to judge and understand relationships, but they were not able to produce original thoughts.
弱人工智慧的原理 是， 機器可以像智慧機器一樣行動。 為了輕鬆添加到計算機中以使它們成為更有用的工具，這已經開始發生是 Weak AI 的功能。例如，在 與計算機下棋時，您可能會覺得計算機正在做出令人印象深刻的動作，但實際上，它根本不在思考或計劃。相反，人工輸入的動作會事先輸入到計算機中，確保軟體會在適當的時間執行動作。弱 AI 可以執行只有人腦才能執行的活動。這些活動被認為是知識的能力，包括判斷和理解關係的能力，但它們無法 產生原創思想。
2.2.2 Application of AI
2.2.2 人工智慧的應用
The neural networks and expert systems built AI and it has applicated in almost all human activities. Such as stock brokerage firms, game industry, heavy industry, weather forecast, data mining or knowledge extraction and so on, the detail summarized as below (Jatin Borana, 2016).
神經網路和專家系統構建了人工智慧，它幾乎應用於所有人類活動。 如股票經紀公司、遊戲行業、重工業、天氣預報、數據挖掘或知識提取等，細節總結如下（Jatin Borana，2016）。
2.2.2.1 Stock brokerage firms
2.2.2.1 Stock 經紀公司
AI for Stock brokerage firm is used to analyze data, make analysis and buy or sell stocks without the interference of any human beings.
AI 代表股票經紀公司用於分析數據、進行分析以及在沒有任何人干預的情況下買賣股票。
2.2.2.2 Game industry
2.2.2.2 遊戲行業
AI used in game industry is one of the most commonly known applications but still need more advancement for the rapidly generation and stay competitive.
遊戲行業中使用的 AI 是最常見的應用程式之一，但仍需要更多的進步才能快速生成並保持競爭力。
2.2.2.3 Heavy industry
2.2.2.3 重工業
AI robot was very common in heavy industry, it could increase efficiency and didn’t require break while working, thus overcoming the inherent disadvantage of humans.
人工智慧機器人在重工業中非常普遍，它可以提高效率，而且工作時不需要休息，從而克服了人類固有的缺點。
2.2.2.4 Weather forecast
2.2.2.4 天氣預報
AI also applied to predict weather conditions. With past data provided to the neural network, the data analysis of patterns could predict the future weather conditions.
AI 還應用於預測天氣狀況。利用提供給神經網路的過去數據，模式的數據分析可以預測未來的天氣狀況。
2.2.2.5 Data mining or knowledge extraction
2.2.2.5 數據挖掘或知識提取
Data mining is a part of a process called KDD, which mean knowledge discovery in databases. Data mining was an application of computer algorithms to find connections and patterns between components in a large data set that might not have been noticed. And the three fundamental techniques in AI is knowledge acquisition, knowledge representation, and inference which including search and control.
數據挖掘是稱為 KDD 的過程的一部分，這意味著資料庫中的知識發現。 資料挖掘是電腦演算法 的一種應用，用於尋找大型資料集中可能未被注意到的元件之間的連接和模式。 人工智慧的三種基本技術是知識獲取、知識獲取和推理，包括搜索和控制。
2.2.3 Advantages & disadvantages of AI
2.2.3 AI的優缺點
AI was based on science and technology, the main advantage is the work will be accurate and the time can be save. In the other words, works would be reduced, by replacing peoples with AI, people could focus on other works which is not able handle by AI (Bhbosale et al., 2020). The advantages and disadvantages of AI summarized as follows (Khanzode & Sarode, 2020):
人工智慧是基於科學技術，主要優點是工作會準確，可以節省時間。 換句話說，通過用人工智慧取代人們，人們可以專注於人工智慧無法處理的其他工作，從而減少工作（Bhbosale et al.， 2020）。 AI的優缺點總結如下（Khanzode & Sarode， 2020）：
2.2.3.1 Advantages
2.2.3.1 優點
Finished task sooner than a human
比人類更早完成工作
Complex and stressful and work could be done easily.
Complex 和 stressful and 工作可以輕鬆完成。
Difficult work could be solved in short period.
困難的工作可以在短時間內解決。
Less errors in task and defects, so success ratio is higher than human.
任務錯誤和缺陷更少，因此成功率高於人工。
Discover unexplored or predict things.
D是發現未探索或預測事物。
2.2.3.2 Disadvantages
2.2.3.2 缺點
Sometimes it would be misused leading to mass scale destruction.
有時它會 被濫用於大規模破壞。
Program mismatch sometime done opposite to the command.
程式不匹配 sometime done opposite to the command.
Human jobs affected, then unemployment problem increased.
人類工作受到影響，然後就業問題增加。
Creativity is still depending upon the programmer.
創造力仍然取決於 程式師。
Lacks the human touch, the connection between people decreased.
缺乏人情味，人與人之間的聯繫就減少了。
METHODLOGY
方法論
Comparing to quantitative research, qualitative research method is more natural, intend to explore the relationship between raw data and research object (Strauss & Corbin, 1990). qualitative research methods are often used to mean three concepts: underlying research epistemology, specific research strategy, and specific techniques that are not operating with numbers (Gabrielian, 1999). According to research purpose, In-depth interview will be use as the research methodology for this article. The principle, advantage and steps of in-depth interview method will be explained in this chapter. And we will invite four people who are member of senior management in company H, to gather their professional opinions, and find the effectiveness and future development of applying AI on customer service.
與定量研究相比，定性研究方法更自然，旨在探索原始數據和研究對象之間的關係（Strauss & Corbin，1990）。定性研究方法常被用來表示三個概念：底層研究認識論，特定的研究策略，以及不與數位相關的特定技術（Gabrielian，1999）。根據研究目的，本文將採用 In-Depth interview 作為研究方法。本章將解釋深入 interview 方法的原理、優勢和步驟 。接下來，我們將邀請 H 公司四位高級管理人員，收集他們的專業意見，並探討將人工智慧應用於客戶服務的有效性和未來發展。
3.1 Principle
3.1 原理
In-depth interview is one of qualitative research method, and can discover the thought process clearly and sensitive physical changes of interviewee. It was mainly used to realize the subjective experiences of research object. The elements need at least two people, one is interviewer, another is interviewee, the interviewee is asked to discuss the question which provided by interviewer and provide the opinions and thoughts (Henderson, 1991).
深度觀察是一種定性研究方法，能清晰地發現受訪者的思維過程和敏感的身體變化。 它主要用於實現研究物件的主觀體驗。要素至少需要兩個人，一個是採訪者，另一個是採訪者，被採訪者被要求討論採訪者提供的問題並提供意見和想法（Henderson，1991）。
3.2 Advantage
3.2 一個優勢
According to previous research, we could find there are four advantages of using in-depth interview for this article, and listed as below (Bainbridge, 1989):
根據之前的研究，我們可以發現在本文中深入使用 interview 有四個優點，如下所示 （Bainbridge， 1989）：
In-depth interview belongs to qualitative research method, is able to cover the disadvantages of quantitative research by observing the thoughts, subjective experience, and sensitive physical changes of interviewee
深度訪談屬於定性研究方法， 能夠通過觀察受訪者的思想、主觀體驗和敏感的身體變化來克服定量研究的弊端
In-depth interview will not only focus on one issue only, so it will be more comprehensive.
深度訪談不會只關注一個問題，因此會更加全面。
With familiar environment for interviewee, it is possible to gain more intensively reply.
在受訪者熟悉的環境中，有可能獲得更密集的回復。
In-depth interview use Open-ended question is available to receive more abundant information.
深入訪談使用 開放式問題可用於接收更豐富的資訊。
3.3 Step
3.3 步驟
To prevent interview lack of objectivity, it needs to follow six steps while executing in-depth interview. The six steps Listed as below (Wan, 2004).
為了防止面試缺乏客觀性，它在執行深度面試時需要遵循六個步驟。這六個步驟如下 （Wan， 2004）。
3.3.1 Adjust interviewer’s mentality.
3.3.1 調整面試官的心態。
Realize questions of interview is necessary for interviewer, and interviewer should not give their opinion or disturb the interview.
意識到面試問題是面試官所必需的，面試官不應該發表自己的意見或打擾面試。
3.3.2 Get ready for the preliminary work.
3.3.2 為前期工作做好準備。
In order to catch the heart of the matter, to completely understand the information before interview is need.
為了抓住問題的核心，在 面談之前完全理解資訊是必要的。
3.3.3 Set the outline of interview.
3.3.3 Set 採訪大綱。
Set outline before formulate the questions of interview are available to adjust the relative questions.
在制定面試問題之前設置大綱，可以調整相關問題。
3.3.4 Make an appointment of interview.
3.3.4 預約面談。
If interviewee is the person who isn’t familiar, it’s easier to invite successfully by make appointment before interview by fax, phone, or social media.
如果受訪者是不熟悉的人，在採訪前通過傳真、電話或社交媒體預約更容易成功邀請。
3.3.5 Control the vibe of interview.
3.3.5 控制面試的氛圍。
Control the vibe of interview is important, interviewer need to listen interviewee’s opinions carefully, prevent sensitive questions, and also be well prepare for ever situation.
C保持面試的氛圍很重要，面試官需要認真聽取面試者的意見，防止敏感問題，也要為各種情況做好準備。
3.3.6 Record the result of interview
3.3.6記錄訪談結果
Record the result of interview completely for the research and summarized.預
完整記錄訪談結果 以供研究並總結。預
3.4 Interviewee & interview questions
3.4 受訪者和面試問題
In this article, we invite three people who worked as senior management, and set four outlines and eight questions, summarized as follows.
在本文中，我們邀請了三位 擔任高級管理人員的人，並設定了四個大綱和八個問題，總結如下。
3.4.1 Information of Interviewee
3.4.1 受訪者資訊
Table 1 Information of Interviewee
表 1 Interviewee 的資訊
Interviewee | Job title | Length of interview time |
Mr. Lin (A) | Chief Executive Officer | 30 minutes |
Mr. Lee (B) | Chief Executive Officer | 30 minutes |
Mr. Chen (C) | Chief Technology Officer | 1 hour |
3.4.2 Outlines and questions
3.4.2 大綱和問題
Q1 The motivation of applying AI on customer service
問題1：將 AI 應用於客戶服務的動機
Q1-1 Why the company applied AI on customer service?
Q1-1 為什麼公司將 AI 應用於客戶服務？
Q1-2 Do you recognize the company apply AI on customer service?
問題1-2 您知道 公司將人工智慧應用於客戶服務嗎？
Q2 The effectiveness of AI application
Q2 AI 應用的有效性
Q2-1 Do you believe AI bring effectiveness to customer service? Why?
Q2-1 您認為 AI 會為客戶服務帶來效果嗎？為什麼？
Q2-2 Do you think AI can creative advantage for the company?
Q2-2 您認為 AI 可以為公司帶來創意優勢嗎？
Q2-3 What effectiveness of long, medium and short term was AI brought
Q2-3 人工智慧為長、中、短期帶來了什麼效果
for the customer service?
對於客戶服務？
Q3 The current condition of company applied AI
Q3 公司應用人工智慧的現狀
Q3-1 What transformation was AI brought for customer service of the
Q3-1 AI 為客戶服務帶來了什麼變化
company?
公司？
Q3-2 How to supervise the status of AI implementation?
Q3-2 如何監督 AI 實施的狀態？
Q4 The future development of company applied AI on customer service
Q4 公司將人工智慧應用於客戶服務的未來發展
Q4-1 After AI brought abundant effectiveness, how to extend the core
Q4-1 AI 帶來豐富功效后，如何延伸核心
value?
價值？
RESEARCH RESULT
研究結果
This chapter gathered the results that the information which interviewee provided according to the interview questions as follows.
本章收集 了受訪者根據訪談問題提供的資訊的結果，如下所示。
4.1 The motivation of applying AI on customer service
4.1 將 AI 應用於客戶服務的動機
According to the interview, company decide to apply AI on customer service is owing to the advantage of improving operating efficiency in order to keep customers’ satisfaction and loyalty, the lower labor cost, analyzing data to find potential business, creating competitiveness, managing the risk, strengthening the security and most important is to upgrade the customer experience.
根據採訪，公司決定將人工智慧應用於客戶服務是由於提高運營效率以保持客戶的滿意度和忠誠度、降低工作力成本、分析數據以尋找潛在業務、創造競爭力、管理風險、加強安全性，最重要的是升級 客戶體驗。
Table 2 The motivation of applying AI on customer service (Q1)
表 2 將 AI 應用於客戶服務的動機 （Q1）
Q1-1 Why the company applied AI on customer service? | |
A | The business environment getting more and more competitive. The company not only need to provide wonderful products and service, but also need to attract customer by customer experience. And the customer service is one of the key to success among running a business. However, an old way of customer service needs to spend lots of human power, unable to solve problem and reply to customer immediately, also may cause terrible customer experience by human being factors. Then how to improve the service efficiency and customer experience became an important issue, so the AI application was considered as a solution. |
B | Because the rising labor cost around the world, to save the requirement of human resource and reduce human error, so company decide to apply AI on customer service. |
C | Improve operating efficiency AI is available to make much of operating process automatically, such as customer service (ex. chatbot), internet management (ex. automatic detection and self-repairing) and accounting management. Those was able to lower the labor cost significantly and enhance the accuracy and efficiency of operating system. Lower the cost Labor cost can be lower by AI automatically operate, and the cost of equipment maintenance and repairing can be also lower by AI prediction. Upgrade the customer experience The personalized recommendation and predicted analysis can make company to realize customer requirements well, furthermore provide more accurate products of service, for example, predict customer requirement of network speed, provide tailored data plan, and so on, in order to upgrade the customer experience. Monitor network security AI was available to analyze network traffic, and identify the threat, then defense and attack automatically to ensure network security of company. Approve the data analysis and decision AI is able to analysis abundant data, assist to find the potential business, optimize resources using, and approve accurate business decision immediately. Creative competitive advantages AI can be used to let company stay ahead of the technical, to strengthen competitiveness by publishing creative products and service. Evaluate preventive maintenance and reliability AI can use to predict the problem of device or network, in order to maintain in advance, to ensure stability and continuity of service. |
Q1-2 Do you recognize the company apply AI on customer service? | |
A | Yes, just consider the cost of human resource, apply AI can save huge amount of it. |
B | Yes, AI definitely can save labor cost, and is possible to develop unattended supervision system on customer service of the company. |
C | Yes, and there are four reason why I recognize the company apply AI on customer service. Competitive advantage AI technology let company is able to stay ahead in the market, to provide higher efficiency and creative service to keep the competitiveness. Enhance operating efficiency AI can deal with abundant and complicated works, let company able to focus development and core work, to enhance operating efficiency. Risk management and strengthen security Company’s infrastructure and data is able to be protected and lower the risk by AI automatically network error and attack prediction. Improve customer experience Customized service can fulfill customer’s requirements and provide sooner solution by AI, to improve customer satisfaction and loyalty. |
The effectiveness of AI application
AI 應用的有效性
AI brought several effectiveness on customer service, such as enhance efficiency, lower the cost, make the better decision, improve customers’ satisfaction, and strengthen the security. Besides, AI can create competitive advantage, creative ability, and do well on precision marketing. In short term, AI can lower the cost and enhance efficiency directly; in medium term, it can create several advantages, competitiveness and improve customers’ experience; in long term, AI will available to keep competitive advantages, become comprehensively automatic and optimized, and also expand global market.
人工智慧為客戶服務帶來了多種效果，例如提高效率、降低成本、做出更好的決策、提高客戶滿意度和加強安全性。 Besides，AI 可以創造競爭優勢、創造能力，並在精準行銷方面做得很好。短期內，人工智慧可以直接降低成本和提高效率;從中期來看，它可以創造多項優勢、競爭力並改善客戶體驗;從長遠來看，人工智慧將保持競爭優勢，成為全面的自動化和優化化，同時也是全球市場的代表。
Table 3 The effectiveness of AI application (Q2)
表 3 AI 應用效果 （Q2）
Q2-1 Do you believe AI bring effectiveness to customer service? Why? | |
A | Yes, customer service was provided by human beings in the past, with increase of customers and the rage of service, it’s difficult to handle it. Thus, the customer service system with AI was raised rapidly, and it was available to improve efficiency as well as lower the cost. |
B | As far Management Information System (MIS) technology, there are many standard actions. Applying AI is available to save labor cost and time. For example, revised Domain Name System (DNS) and Content Delivery Network (CDN) and automatically Open Shortest Path First (OSPF). |
C | Yes, and there are four reason why I believe that AI brought effectiveness to customer service. Enhance efficiency AI is available to deal with repeatable works automatically, for example, customer service, network monitoring, and data analysis. Lower the cost Operating cost include labor cost, device maintained cost and so on can be lower by AI automatically. The better decision improvement AI is good at picking up the valuable opinion and make the better decision. Improve customer’s satisfaction AI customer service with ability to solve the problem immediately, enhance customer experience, and build customer loyalty to improve customer’s satisfaction. Strengthen the security AI is able to detect and prevent threat from internet to ensure the network and data security of company, in order to lower the risk by strengthen the security. |
Q2-2 Do you think AI can creative advantage for the company? | |
A | Yes, AI brought the advantages of efficiency and lower the cost, let company is able to focus on other aspects. |
B | Yes, the human power and time of problem solving are both saved, and also reduce the human error. |
C | Yes, the advantages which Brought by AI was reflect on following aspects. Competitive advantages: Company is available to stay leading position by using AI technology to make quick and accurate decision and intelligent products and service. Lower the operating cost AI is available to deal with abundantly repeatable works, assist company to react of market changes, customer requirement and potential problem to stay ahead of rivals. Customized service AI is able to provide customized products and service experience through behavior and preference of every customer. This way can improve customer’s satisfaction and also build loyalty, in order to create company’s advantage on customer relationship management. Creative ability Through analysis by AI, company can quickly find new business opportunity and launch creative products and service. Precision marketing Company can formulate more accurate marketing strategy and promote the advertisement validity through analyzing customer’s behavior and preference by AI. |
Q2-3 What effectiveness of long, medium and short term was AI brought for the customer service? | |
A | In short term, company can save the cost. In medium term, the cost which saved is able to invest in developing potential customers. And in long term, company can have other training for the employees with the fund saved by AI, in order to enhance the various working ability of employees. |
B | In short term, we can find the cost and time are saved. In the medium and long term, the competitiveness will be improved with saving time. |
C | Short term: Enhance efficiency and lower the cost Labor cost will be lower and efficiency will enhance significantly, by customer service, network management and data analysis with automatically operating process through AI. Improve customer real-time experience The Intelligent customer service or recommendation system is able to improve customer real-time experience in short time. Problem solving process been speed up is also promote the customer’s satisfaction. Optimize data processing AI can deal with abundant data immediately, assist company do the precise decision. Medium term: Strengthen the market competitiveness Through AI technology keep improving, company will able to strengthen the market competitiveness, and stay the leading position. Enhance the preventive maintenance and customer’s trust AI is able to predict the error of network and device to lower the error accident, in order to enhance the preventive maintenance and customer’s trust. Creative products and service The data analysis and prediction ability of AI is able to assist company provide creative products and service to keep the leading position of technology. Long term: Keep competitive advantage With the AI technology, which continuously improving, company can keep its competitive advantage. Comprehensively automatic and optimized AI will have large scale application and creative comprehensively automatic and optimized to enhance effectiveness of whole company’s operating. Expand global market AI can analyze the data from different market, let company set the strategies, and expand global market, fulfill diversify development. |
The current condition of company applied AI
公司應用人工智慧的現狀
The rapidly task can be solved immediately, the efficiency of every department and customer experience were enhanced, and there was also speed up the innovation of product and procedure. AI was good at collecting and analyzing data, so company can supervise by setting clear goal and using Key Performance Indicators (KPI) to measure the application and development of AI on customer service.
快速任務可以立即解決，每個部門的效率和客戶體驗都得到了提高，並且還加快了產品和程序的創新。 AI 擅長收集和分析數據，因此公司可以通過設定明確的目標並使用關鍵績效指標 （KPI） 來衡量 AI 在客戶服務中的應用和發展來監督。
Table 4 The current condition of company applied AI on customer service (Q3)
特點 4 公司將人工智慧應用於客戶服務的現狀（第 3 季度）
Q3-1 What transformation was AI brought for customer service of the company? | |
A | Every department is able to solve the highly repetitive task more immediately and completely. |
B | Having change of employees’ thought and available to speed up the innovation. |
C | Operating efficiency enhance significantly Through deal with repeatable works automatically, company’s operating efficiency enhance significantly. The human resource reliability and risk was decreased, and decision making of company is also become faster and more accurate. Customer experience was improved AI application improved customer experience, especially on customized recommendation and immediate customer service. Speed up the innovation AI application in product development and service innovation let company available to do market testing quickly and shorten the time period of launching new products. |
Q3-2 How to supervise the status of AI implementation? | |
A | Gathered the information of AI source, provide advantages, suggestion and examples to departments, then try to reduce the working time by using AI, in order to let employees willing to use AI customer service system and adapt it from heart instead of supervise them. |
B | With applying AI, human resource tight situation will be solved, the other AI tools is able to cooperate with employees and provide the data of efficiency, in order to use for supervision. |
C | First, Company will set clear goal and use KPI to measure the AI application on customer service. Second, to build a specialized AI supervised team to ensure AI application was conform to the requirements and goals of company. Third, keep focus on the application process, collect relative performance data and analyze regularly to find potential problem or optimize the process, in order to maximize the efficiency. Fourth, do a regular review and estimate to ensure AI application was in the right progress by export. Fifth, have employees training and improve working ability to ensure employees can adapt new technology of working mode. Sixth, to manage risk and data privacy to check the application is meet the standards. Seventh, collect employees and customer’ feedback regularly to examine the effectiveness and potential problem. Eighth, to manage resources and keep investing, in order to ensure the successful of AI technology, company should estimate resource investment regularly and keep investment of AI technology development. |
The current condition of company applied AI
公司應用人工智慧的現狀
After company applied AI and gain the effectiveness, it should focus on how to extend its core value by training employees, using comprehensively automatical systems, strengthening the innovation and data analysis, cooperating the human resource, approving the decisions making, improving network security & privacy and also trying to do cross industry integration.
在公司應用人工智慧並獲得效果后，它應該專注於如何 通過培訓員工、使用全面的自動化系統、加強創新和數據分析、配合人力資源、批准決策、提高網路安全和隱私以及嘗試進行跨行業整合來擴展其核心價值。
Table 5 The current condition of company applied AI on customer service (Q4)
特點 5 公司將人工智慧應用於客戶服務的現狀（第 4 季度）
Q4-1 After AI brought abundant effectiveness, how to extend the core value? | |
A | Employees are the most important foundation of company, to invest in training of employees and improve their ability is available to promote brand image and extend the core value. |
B | After AI was familiar with every employee of customer service, it needs to expand to other departments to create benefits with automatical systems, in order to extend the core value. |
C | For the future development, company can focus on comprehensively automatical operating, get in depth with customized experience, strengthen the innovation, cooperate with human resource, improve network security and privacy, cross industry integration, strengthen the data analysis and decision improvement, conform ethics and expand market of AI application to extend the core value. |
CONCLUSION & DISCUSSION
結論與討論
5.1 Conclusion
5.1 總結
According to the interview, the effectiveness and future development of applying AI can be summarized as follows:
根據訪談，應用人工智慧的有效性和未來發展可以總結如下：
5.1.1 Effectiveness
5.1.1 效果
The effectiveness can be identified as short term impact of AI application for company H, list as below:
效果可以確定為 AI 應用對 H 公司的短期影響，清單如下：
Lower the labor cost.
Improve operating efficiency.
提高運營效率。
Make better decision for precision marketing by data analysis.
通過數據分析做出更好的精準營銷決策。
Create competitiveness
創造競爭力
Upgrade the customer experience.
升級客戶體驗。
5.1.2 Future development
5.1.2 未來發展
For future development, company need to focus on how to extend its core value, there are several ways as described below:
對於未來的發展，公司需要專注於如何延伸其核心價值，有以下幾種方式：
Strengthen the innovation ability.
加強創新能力。
Keep customers’ satisfaction and loyalty.
保持客戶的滿意度和忠誠度。
Manage the risk and strength the security & privacy.
管理風險並加強安全和隱私。
Become comprehensively automatic and optimized.
Become 全面自動化和優化。
Expand global market.
Expand 全球市場。
Well employees’ training.
好員工培訓。
Try to do cross industry integration.
嘗試進行跨行業整合。
5.2 Discussion
5.2 討論
Although AI was able to bring plenty of effectiveness, it might not fully meet customers’ needs since the humanization of AI was not enough. In the future, company needs to upgrade humanization and understanding ability of AI. Also, to emphasize flexible cooperation between AI and employees of customer service, in order to make up for the questions of using AI.
儘管 AI 能夠帶來很多效果，但由於 AI 的人性化還不夠，它可能無法完全滿足客戶的需求。 未來，公司需要提升人工智慧的人性化和理解能力。此外，強調 AI 與客戶服務人員之間的靈活合作，以彌補使用 AI 的問題。