人工智能運用於企業客服中心之創新模式研究

Abstract

過去十年中，人工智慧科技不僅僅在演算法上有所突破，同時也更廣泛具體地運用於商業領域裡，特別是企業客服中心的活動上。在移動互聯網的時代，企業客服中心的績效具體地影響了企業績效的好壞，客服中心為企業傳遞價值主張，提供服務、處理訂單、建構了企業與客戶之間的溝通橋樑；它同時也是收集客戶資訊的地方，包含交易資料、文字信息、語音信息，而這都是寶貴的市場資訊。因此，若能運用人工智慧與大數據技術，透過客服中心的反饋，或可有效協助企業創造顧客在乎的價值創造構想。有鑑於此，本研究選取了過去親身參與過的實際案例，解析人工智能在不同客服情境下的應用，以及其對企業所創造的效益，特別是在成本競爭優勢，以及對差異化競爭優勢的具體特徵。 本研究清楚地指出，透過人工智能科技的應用，企業在客服中心服務創新的同時，也亮麗地嵌入這個移動互聯網新時代；在與新世代消費者攜手共進的同時，也能兼顧企業的成本競爭優勢以及服務的差異化優勢，利於企業鞏固其可持續的競爭優勢。對於尚未充分利用有效客服作為企業核心的企業，若想引進人工智能來增強競爭力，本研究亦提出逐步引進的地圖，希望人工智能也能為其他產業的持續競爭優勢帶來貢獻。

The artificial intelligence technology has demonstrated a revolutionary progress during the past decade, not only in theory and algorithm breakthrough but also in various practical applications such as in the Call Center Industry. Call Center has become a critical factor of business success in the mobile internet era. Call Center bridges the consumers with the enterprise, it delivers the company’s value proposition, it collects customer’s message, in term of text, trading record, and voice…, all kind the insight intension of the customers. As a cost center, 70% of the operational costs of a Call Center came from labor expense; as a value center, it delivers services to customers, it takes the orders from customers. How can we utilize new artificial intelligence technology to enhance a company’s value creation and delivery to customers through effective call center services becomes a critical issue of management, which also inspires the present research. Based on six real-world project that the thesis researcher personally engaged during past years, this thesis attempts to uncover how the artificial intelligence can strategically improve the performance of Call Center in the aspects of cost and differential advantages. Our research concludes that, by utilizing AI technology, enterprise can possibly develop the innovative service model for their Call Center, in a modern way to fit into the mobile internet era, and their consumer; simultaneously, to maintain cost advantage as well as create differentiation advantage. In addition, a roadmap for those firms that are not yet implement artificial intelligence into their call center activities is suggested for reference.