以客戶關係管理觀點探討資訊服務業AI轉型策略

Abstract

近年來AI人工智慧技術發展快速，已成為優化企業營運模式與產業轉型的推動力，AI技術改變企業內部數據分析與流程自動化的方式，也進一步重塑企業與客戶互動方式、服務交付形式、決策支援以及價值創造模式。

台灣資通訊產業長期以半導體、電子零組件、資訊硬體製造為發展重心，而資訊服務業為企業進行數位轉型、資訊安全、資料應用的重要合作夥伴，但在產業規模以及提升服務附加價值面向，仍面臨結構性的挑戰，隨著AI應用服務需求的快速成長，資訊服務業不應僅停留在傳統軟硬體系統整合與資訊維護服務，而需結合本身資訊技術的優勢，進一步協助客戶導入AI應用，與客戶一起創造智慧決策價值，轉型成為AI賦能整合者。

因此本研究探討資訊服務業在AI演進浪潮與客戶需求變化的環境下，如何透過AI應用服務的導入推動AI轉型升級，並以客戶關係管理平衡計分卡為研究架構，分析個案公司由傳統資訊服務商，朝向AI賦能資訊整合服務轉型的策略作法，深入比較個案公司在AI應用服務導入前後，其策略定位、客戶關係管理模式、服務流程、客戶價值創造方式的差異。

研究結果顯示，在客戶知識構面，傳統資訊服務業主要依賴客戶設備資料、維護紀錄的收集與儲存，AI應用導入後，透過大型語言模型將結構化與非結構化的客戶知識，轉化為可查詢、可推理生成及可持續學習的智慧資產，客戶知識從傳統的數據資料保存提升為知識生成與需求預測。

客戶互動構面，傳統資訊服務業的互動模式為事後反應式互動，通常是客戶資訊設備發生故障後才聯繫資訊服務廠商，在導入AI應用服務後，客戶互動由被動處理轉為AI主動故障預警與智慧協作，同時透過AI客服機器人縮短回覆時間，使客戶互動模式不只是解決問題，而是進一步預防問題發生並提升服務的效率，並將互動過程累積為後續AI模型優化與知識管理的數據來源。

客戶滿意度構面，傳統資訊服務業滿意度主要來自履行合約承諾、軟硬體系統穩定運行、維修速度…等，AI導入後提升為AI應用能否協助客戶優化作業流程，例如AI模型預測的準確度、AI決策建議的可靠性…等指標，滿意度來自協助客戶實際提升營運效益、提供數據驅動的決策支援及產生可衡量的AI導入效益。

客戶價值構面，傳統資訊服務業的價值集中於軟硬體銷售、系統整合專案、資訊維運服務…等，多具有專案導向、一次性收入比重高、服務規模受人力與工時限制的特性，資訊服務廠商的成長容易受市場競爭、硬體毛利下降、人力成本上升…等影響，在AI應用服務導入後，可透過AI應用平台提供產業別AI應用解決方案並使用SaaS、AaaS訂閱制模式，將AI應用深度嵌入客戶的營運作業流程，將服務模式與客戶價值由一次性專案交付轉為與客戶持續性的價值共創，提升客戶終身價值、增加客戶轉換成本，建立穩定的經常性收入模式。

綜合研究發現，資訊服務業的AI轉型及升級是涵蓋策略定位、資料治理、服務流程、人才培育、資訊安全與商業模式的再造與重塑，個案公司應透過建立特定產業領域數據庫、深化垂直領域的AI應用軟硬體整合、強化資訊安全與AI治理、培育具AI應用思維與數據能力的人才，將AI應用深度融入客戶實際營運場景，掌握AI技術發展的契機建立產業護城河，將服務由傳統的交付資訊系統提升為提供決策價值，與客戶共創AI應用導入效益，在AI人工智慧時代創造新的策略定位、提升資訊服務的附加價值，構築長期的市場競爭優勢。

In recent years, artificial intelligence (AI) technology has developed rapidly and has become a driving force for optimizing corporate operating models and promoting industrial transformation. AI technology has changed the ways in which enterprises conduct internal data analysis and process automation, and has further reshaped the ways enterprises interact with customers, support decision-making, and create value.

Taiwan’s information and communications technology (ICT) industry has long focused on semiconductors and information hardware manufacturing as its core areas of development. Meanwhile, the information service industry has served as an important partner for enterprises in digital transformation and information security. However, it still faces structural challenges in terms of industrial scale and the enhancement of service-added value. With the rapid growth in demand for AI application services, the information service industry should not remain limited to traditional system integration, implementation, and maintenance services. Instead, it must leverage its own information technology advantages and further transform into an AI-empowered integrator that assists customers in introducing AI applications, optimizing operational processes, and jointly creating value with customers.

Therefore, this study explores how the information service industry can promote enterprise AI transformation and upgrading through the introduction of AI application services under the wave of AI evolution. Using the Customer Relationship Management Balanced Scorecard as the research framework, this study analyzes the strategic practices of the case company as it transforms from a traditional information service provider toward AI empowerment. It further compares the differences in the case company’s strategic positioning and value creation methods before and after the introduction of AI application services.

The research findings show that, in the customer knowledge dimension, the traditional information service industry mainly relies on the collection and storage of customer equipment data and maintenance records. After the introduction of AI applications, customer knowledge is transformed into intelligent assets that are capable of reasoning, generation, and continuous learning. It is thereby upgraded from traditional data preservation to knowledge generation. In the customer interaction dimension, the interaction model of the traditional information service industry is reactive after the event. After the introduction of AI application services, customer interaction shifts from passive handling to AI-enabled proactive fault warnings and intelligent collaboration. This enables the customer interaction model not only to solve problems, but also to further prevent problems from occurring and improve service efficiency.

In the customer satisfaction dimension, satisfaction in the traditional information service industry mainly comes from the fulfillment of contractual commitments and the stable operation of software and hardware systems. After the introduction of AI, customer satisfaction is elevated to whether AI applications can assist customers in optimizing operational processes. Satisfaction therefore comes from helping customers actually improve operational performance and generate measurable benefits from AI implementation. In the customer value dimension, the value of the traditional information service industry is mainly concentrated in system integration projects and information operation and maintenance services. These services often have a high proportion of one-time revenue, and their service scale is limited by manpower and working hours. After the introduction of AI application services, subscription-based AI application platforms can be used to provide industry-specific AI application solutions. As a result, the service model can shift from one-time project delivery to continuous value co-creation with customers.

In summary, the research findings indicate that the AI transformation and upgrading of the information service industry involves the reconstruction of strategic positioning and business models. The case company should establish databases for specific industry domains, deepen the integration of software and hardware for AI applications in vertical fields, strengthen information security and AI governance, and cultivate talent with AI application thinking. By deeply integrating AI applications into customers’ actual operational scenarios, the company can upgrade its services to provide decision-making value and co-create the benefits of AI application implementation with customers. In the era of artificial intelligence, this will enhance the added value of information services and build long-term competitive advantages in the market.