Robots in telecommunications: can call center agents be supplemented by robots?

Abstract

The goal of this Master Thesis is to identify whether robots or intelligent machines could be used in call centers to supplement human element behind the customer calls. More specifically we will attempt to answer the questions: Can this familiar way of calling and expecting a human being answering your call be disrupted by replacing humans with robots? can robots meet a customer's expectations and satisfy their needs and requests better and faster than call center human agents or will this cause frustration and further delays to the already congested call center lines? In chapter 1, we discuss the interaction marketing and technology, informations systems, artificial intelligence, and robotic process automation. To implement the marketing concept company must obtain information about customers. In chapter 2, we discuss the customer involvement in the innovation process. We examine the information systems and innovation in telecommunications services. In chapter 3, we examine how robotics can increase business value in telecommunication services and we examine the role of robotics in call centers. Finally, we investigate the factors that play important role in customer satisfaction in a company with telecommunications services. Statistical analysis of a questionaire, shows that robotic systems may assist to improve customer satisfaction but not completely supplement call center agents. The main focus however should be placed on building customer value and satisfaction, which are regarded as the keys to generating customer loyalty.