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Les agents virtuels intelligents : quels atouts pour la relation client ?

Author

Listed:
  • Catherine Viot

    (Institut d'Administration des Entreprises (IAE) - Bordeaux)

  • Grégory Bressolles

    (Bordeaux Management School (BEM))

Abstract

While conversion rates on retail websites are still consi- dered as low and while the customer experience of online purchase is often perceived as lacking human warmth and while consumer services collapse under information and complaints' requests, a solution exists. It is based on the in- tegration of a Intelligent Virtual Agent (IVA) into the other customer relationship channels. A critical assessment of In- telligent Virtual Agents' performance is first made. They pre- sent qualities bound to the technological progress but they remain perfectible. Considering this assessment, the assets of the IVA in terms of customer relationship - in particular their influence on consumer outcomes, their role in the hu- manization of the website and the improvement of service quality, their integration into the multichannel customer re- lationship system and the control of operational costs - are then discussed.

Suggested Citation

  • Catherine Viot & Grégory Bressolles, 2012. "Les agents virtuels intelligents : quels atouts pour la relation client ?," Post-Print hal-02424261, HAL.
    • Handle: RePEc:hal:journl:hal-02424261
    DOI: 10.7193/DM.065.45.56
    as

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    Cited by:

    1. Beck, Marie & Crié, Dominique, 2018. "I virtually try it … I want it ! Virtual Fitting Room: A tool to increase on-line and off-line exploratory behavior, patronage and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 279-286.

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