University of Twente Student Theses


How can Artificial Intelligence use big data to form a better customer experience?

Görgens, Maximilian (2019) How can Artificial Intelligence use big data to form a better customer experience?

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Abstract:Artificial intelligence has become a major player in the online advertisement industry. AI (artificial intelligence) facilitates data analysis and personalized customer experience which would not be available, without the efficiency and effectiveness of machine learning. However, a perceived loss of human touch has been noticed by some previous authors and further analysis has shown that data privacy is a major concern for customers. Clients are aware that companies use their data for personalized advertisement. However, they do not want to share their data with third parties and do not trust organizations with their information. Thus, Blended AI has been introduced as a solution for all problems. Blended AI is a combination of machine intelligence and human intelligence. An agent is used in the finalization stage for the last analysis of the data for customers. Through that organizations regain the human touch, open communication and data would be gathered with permission. Thus, data privacy could be re-established. Customer relationship management is of high importance for companies, since the customer brings value to the organization, if financially or emotionally. Without the maintenance of a strong relationship from and to the customer, many enterprises would go out of business. Especially in the new era of information processing it is of high importance to listen to the customer as well as fulfil their needs and want.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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