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Intelligent Virtual Assistants as a Tool for Improving Customer Experience

Author

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  • Viktoria Gabrovska

    (University of National and World Economy, Sofia, Bulgaria)

Abstract

Today, business organizations face new challenges amid a developing economy and ongoing digital transformation. Intelligent virtual assistants are increasingly helping to build and maintain effective customer relationships. They serve as a key tool for modernizing customer service, essential for automating routine processes and enabling personalized communication. By combining natural language processing technologies, machine learning, and integration with other software solutions, organizations can provide timely responses to customer inquiries, ensure continuous access to services at any time, and enhance the overall customer experience. This report examines specific applications of virtual assistants in the areas of e-commerce, banking services, and the public sector. It discusses their role in optimizing processes, increasing customer satisfaction, and reducing costs. Finally, it presents prospects for future development and the potential for integration with other innovative technologies that can accelerate the digital transformation of economic processes.

Suggested Citation

  • Viktoria Gabrovska, 2025. "Intelligent Virtual Assistants as a Tool for Improving Customer Experience," Innovative Information Technologies for Economy Digitalization (IITED), University of National and World Economy, Sofia, Bulgaria, issue 1, pages 208-213, October.
    • Handle: RePEc:nwe:iitfed:y:2024:i:1:p:208-213
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    File URL: https://www.unwe.bg/doi/iited/2025/IITED.2025.26.pdf
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