Optimizing Customer Support: Identifying Factors to Enhance the AI Customer Service Chatbots of Shopee and Lazada in the Philippines

• Main Authors: Cao, Jingwen, Ornum, Summer Charlize Q., Sy, Porsha Gabrielle G., Tan, Lance Jerwin S.
• Format: text
• Published: Animo Repository 2024
• Subjects: AI customer service chatbots; chatbot factors; senior high school students; e-commerce; chatbots in e-commerce
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2024/paper_csr/5; https://animorepository.dlsu.edu.ph/context/conf_shsrescon/article/2393/viewcontent/PP_CSR_Cao_Ornum_Sy_Tan___Porsha_Gabrielle_Sy.docx.pdf
• Institution: De La Salle University

As the modern lifestyle is increasingly connected to technology, most mainstream online shopping platforms such as Shopee and Lazada have integrated AI customer service chatbots (AICSC), specifically Pixie and Cleo, in compliance with the modernization trend. Although several characteristics have been discovered to encourage the interaction of online shoppers with the AICSCs, the specific factors that online shoppers seek improvement and the possible additional factors have yet to be studied. Therefore, the paper aimed to determine the factors of AICSC in online shopping platforms that require improvement and new factors that could be integrated to enhance the user experience of Shopee and Lazada customers. The paper utilized a qualitative design wherein student online shoppers of DLSU Manila Senior High School were interviewed after experiencing the AICSC. Their replies and conversation logs with AICSC will be analyzed specifically with thematic and log analysis. The results revealed that problem-resolution ability, dialogue quality, and accessibility were their main concerns. Sometimes, the participants rephrased several times to obtain the desired results, stating difficulty in conversing with AICSC. Furthermore, the natural language processing ability of the AICSC is limited, and irrelevant responses are often given when the AICSC fails to address a concern. Improvements to the AICSCs could be prioritized regarding accessibility, natural language interpretation, problem-resolution ability, and dialogue quality.