Voice‐based AI in call center customer service: A natural field experiment
基于一家大型电信公司的自然现场实验数据，研究了语音AI系统替代传统IVR系统后，对通话时长、人工服务需求和客户投诉的影响，发现AI系统虽暂时增加机器服务时长和人工需求，但持续减少投诉，且效果因客户特征和请求复杂度而异。
Voice‐based artificial intelligence (AI) systems have been recently deployed to replace traditional interactive voice response (IVR) systems in call center customer service. However, there is little evidence that sheds light on how the implementation of AI systems impacts customer behavior, as well as AI systems’ effects on call center customer service performance. By leveraging the proprietary data obtained from a natural field experiment in a large telecommunication company, we examine how the introduction of a voice‐based AI system affects call length, customers’ demand for human service, and customer complaints in call center customer service. We find that the implementation of the AI system temporarily increases the duration of machine service and customers’ demand for human service; however, it persistently reduces customer complaints. Furthermore, our results reveal interesting heterogeneity in the effectiveness of the voice‐based AI system. For relatively simple service requests, the AI system reduces customer complaints for both experienced and inexperienced customers. However, for complex requests, customers appear to learn from the prior experience of interacting with the AI system, which leads to fewer complaints. Moreover, the AI‐based system has a significantly larger effect on reducing customer complaints for older and female customers as well as for customers who have had extensive experience using the IVR system. Finally, we find that speech‐recognition failures in customer‐AI interactions lead to increases in customers’ demand for human service and customer complaints. The results from this study provide implications for the implementation of an AI system in call center operations.