Case Study 6.2 - Massively Chatbots, How can businesses benefit

Case Study 6.2 Massively Chatbots

Read “Case 6.2: Massively Chatbots” and write an essay that answers the following questions:

1. How can businesses benefit from using AI in customer service?

2. What are the advantages of using Massively's conversational marketing platform over other customer service platforms?

3. How does Massively's business model work?

4. How can AI help companies customize their customer interactions?

5. What are some of the data inputs involved in developing AI customer services?

6. What are some potential challenges companies might face when implementing AI in customer service? 

Requirements:

· There is no specific page requirement for your analysis. Instead, your work will be evaluated based on how thoroughly it addresses each of the questions that have been outlined for you.

· You must utilize proper APA formatting and citations throughout your paper. If you use any supporting evidence from external sources, it is imperative that you provide accurate citations for each reference.

· You must include a minimum of two sources from scholarly articles or business periodicals, aside from the course textbook. 

· Include your best critical thinking and analysis to arrive at your justification.    

Case 6.2: Massively Chatbots

The ability to communicate and develop relationships with customers is instrumen- tal to the success of a company. Customer service allows businesses to market them- selves to their customers even after a product or service is provided, so it would be ideal if every customer interaction was consistent, fast, and effective. Therefore, many businesses have begun to turn to AI and technology to increase their customer service bandwidth. Artificial intelligence can collect and utilize large amounts of data, making it ideal for the customer service industry. Many customer service inter- actions are highly dependent on dissecting past data and experiences to assist cur- rent consumers, which play to the strengths of artificial intelligence technology. Customer service and chatbots can naturally work together because customer ser- vice is directly involved with a business’s sales cycle and public image. Also, con- sidering that artificial intelligence technology is already becoming deeply integrated into the customer service industry, especially with chatbots, there will most likely be major developments in business-to-customer communication.

6 Artificial Intelligence for Customer Service

http://nordstrom.com

Massively is a conversational marketing platform that utilizes artificial intelli- gence and machine learning in order to allow users to customize their own customer engagement bots and analyze consumer and product data. Customers of this app have the ability to create chatbots of various data processing levels and insert them into any application or website where messages can be exchanged. Massively’s more advanced learning bots utilize natural language understanding, machine learn- ing algorithms, company database information, and other general data to emulate different human interactions. The engineers of the app can also create basic scripted bots if that is the wish of the customer.

As a tech start-up, Massively works closely with their clients, mainly because most companies lack an in-house software engineer with AI or chatbot program- ming knowledge. In order for the business to earn revenue, Massively maintains and develops chatbots for their client, the client collects data from their own consumers by using the software/chatbots, and the consumer data can be analyzed by using Massively’s conversational marketing platform (Massively provides subscriptions of their AI software and analytics to clients). This business model is relatively like other chatbot/customer service platform creators like Botsify and SnatchBot, though competitors are starting to move toward “plug and play” ChatBot bundles that cli- ents can buy and use without consultation. As e-commerce continues to grow, the need for fast and easy customer communication will become a necessity creating a market where companies like Massively will thrive.

The utilization of artificial intelligence in the customer service industry allows companies to critique and create their own model for proactive customer interac- tions. For example, Massively’s chatbots can be programmed and customized for different purposes, from following a preprogrammed script to utilizing NLP to cre- ate a unique interaction for each customer. Data inputs involved in developing AI customer services may include company data, consumer data, linguistic data inputs like NLP, machine learning algorithms, and even something as specific as regional language data. These inputs allow chatbots or other customer service aids to emu- late human interactive experiences while also maintaining the ability to quickly access company information and communicate it to the customer. Massively pro- vides customizable chatbot services using AI. The company explains the straight- forward process of customizing a chatbot on their website. Not every company is going to want the same kind of bot to interact with their customers; this means that different bots will need different data inputs and designs. Massively addresses this customization need by allowing their chatbots architects to decide what datasets, layer integrations, and conversational designs a company needs to meet their cus- tomer service goal. They also find ways to optimize developed chat pots by monitor- ing and training the artificial intelligence systems.

Currently, there are multiple different companies that specialize in creating cus- tomer service software or chatbots that utilize artificial intelligence systems. Most of these businesses either sell prepackaged “plug and play” software or consist of a workforce that tailors AI systems to a company’s specific wants or needs. This type of business has a wide customer base, since most companies both small and large implement some sort of customer service, especially online. In the future, as software engineers become more adept to artificial intelligence, the prepackaged software option may be more popular, since there will be more in-house program- mers that could adjust the system to the company’s specific needs.