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Abstract(s)
O presente trabalho de investigação tem como objeto de estudo os chatbots, uma ferramenta utilizada pelas marcas para interagir com os consumidores. Através deste estudo pretende-se compreender a recetividade do consumidor a esta nova ferramenta e a sua relevância para a estratégia das marcas.
O enquadramento teórico incide na sociedade contemporânea e na evolução da tecnologia ao longo do tempo, que em muito tem contribuído para as alterações de comportamento dos consumidores. As empresas, não ficando indiferentes a estes progressos, sentem a necessidade de inovar, procurando novas soluções para satisfazerem os consumidores e se distinguirem das marcas concorrentes. É neste âmbito que surge o conversational commerce e consequentemente os chatbots, uma tecnologia emergente, mas em rápido crescimento. O conversational commerce refere-se à monitorização das conversas online sobre as marcas e à interação entre as empresas e os consumidores através de chat, redes socias ou outras interfaces de linguagem natural, a partir das quais é possível oferecer ao consumidor um atendimento mais personalizado. Com o conversational commerce o consumidor pode interagir com um humano, um chatbot ou uma mistura dos dois. Uma das principais aplicações do chatbot é o customer care, já que é uma ferramenta que possibilita que o consumidor tenha um atendimento automatizado através de regras ou de inteligência artificial.
Para realizar esta investigação, procedeu-se a uma análise qualitativa através de um estudo de caso comparativo entre as marcas IKEA, ERA Imobiliária e E.Life. Como técnicas de recolha e análise de dados foram utilizadas a análise documental e as entrevistas. Para complementar o estudo fez-se uma experiência que consistiu na exposição dos participantes à interação com o chatbot. A partir desta utilizou-se a observação não participante e as entrevistas, como técnicas de recolha de dados.
Através dos resultados obtidos foi possível concluir que os chatbots apresentam diversos benefícios para as marcas e para os consumidores, como a acessibilidade, a resposta imediata, a possibilidade de os humanos se concentrarem nas questões mais complexas ao automatizar as questões mais simples e repetitivas, a redução dos custos operacionais, e o facto de as empresas poderem enviar push notifications aos consumidores de forma automática. Estes são alguns dos benefícios que fazem com que os chatbots sejam considerados relevantes para a estratégia das empresas. É, no entanto, necessário ter alguns cuidados na implementação do chatbot, nomeadamente a rigorosa definição do objetivo por detrás da sua utilização e das principais keywords identificadas pela marca. Foi também possível averiguar que os consumidores estão, de forma geral, bastante recetivos a esta nova tecnologia, mas que existem ainda clientes a preferir a interação com um ser humano, por considerarem que este compreenderá mais facilmente as suas questões.
The present research work aims at studying chatbots, with the main objective being to understand both the customer responsiveness to this emerging tool and its relevance as part of a brand's marketing strategy. The theoretical framework focuses on the contemporary society and on the technological advances over time, that have been playing a major role in changing the consumer behavior. Given these advances, companies feel the urge to innovate and to find disruptive solutions in order to satisfy customers and to stand out from their competitors. Thus, conversational commerce and, consequently, chatbots appear as an interesting and fast-growing solution, despite being rather recent. Conversational commerce refers to monitoring online conversations about brands and to the interaction between companies and customers via chats, social networks or other natural languages interfaces, through which it is possible to offer consumers a more customized service. Using conversational commerce, consumers can interact with a human, with a chatbot, or even with a mix of both. Customer care is one of the main fields of application of chatbots since they provide an automated service by using rules or artificial intelligence. In order to attain the aforementioned goals, a qualitative analysis was carried out through a case study comparing three brands (IKEA, ERA Imobiliária and E.Life). Literature review and interviews were the data collection and analysis methods used to develop this case study. An experiment consisting in exposing several participants to an interaction with a chatbot was also performed to deepen the study. To accomplish this experiment, non-participant observation and interviews were the chosen data collection techniques. The results obtained prove that chatbots present several advantages both to brands and consumers, such as accessibility, immediate response, reduction of operational costs, automatic "push notifications" and the possibility of automating processes to answer simpler and more repetitive questions, leaving the more complex ones to humans. Although these advantages can make chatbots a powerful tool in a company's strategy, some precautions should be kept in mind while implementing them. The clear purpose of using a chatbot should be defined and the most important keywords identified by the brand, so the bot can accurately answer the customers' questions. Through the consumers sample it became clear that although some still prefer to interact with a human, they are generally open to this emerging technology.
The present research work aims at studying chatbots, with the main objective being to understand both the customer responsiveness to this emerging tool and its relevance as part of a brand's marketing strategy. The theoretical framework focuses on the contemporary society and on the technological advances over time, that have been playing a major role in changing the consumer behavior. Given these advances, companies feel the urge to innovate and to find disruptive solutions in order to satisfy customers and to stand out from their competitors. Thus, conversational commerce and, consequently, chatbots appear as an interesting and fast-growing solution, despite being rather recent. Conversational commerce refers to monitoring online conversations about brands and to the interaction between companies and customers via chats, social networks or other natural languages interfaces, through which it is possible to offer consumers a more customized service. Using conversational commerce, consumers can interact with a human, with a chatbot, or even with a mix of both. Customer care is one of the main fields of application of chatbots since they provide an automated service by using rules or artificial intelligence. In order to attain the aforementioned goals, a qualitative analysis was carried out through a case study comparing three brands (IKEA, ERA Imobiliária and E.Life). Literature review and interviews were the data collection and analysis methods used to develop this case study. An experiment consisting in exposing several participants to an interaction with a chatbot was also performed to deepen the study. To accomplish this experiment, non-participant observation and interviews were the chosen data collection techniques. The results obtained prove that chatbots present several advantages both to brands and consumers, such as accessibility, immediate response, reduction of operational costs, automatic "push notifications" and the possibility of automating processes to answer simpler and more repetitive questions, leaving the more complex ones to humans. Although these advantages can make chatbots a powerful tool in a company's strategy, some precautions should be kept in mind while implementing them. The clear purpose of using a chatbot should be defined and the most important keywords identified by the brand, so the bot can accurately answer the customers' questions. Through the consumers sample it became clear that although some still prefer to interact with a human, they are generally open to this emerging technology.
Description
Keywords
Tecnologia Comunicação Marketing digital Conversational commerce Chatbots Customer care Technology Communication Digital marketing