An integrative action research (IAR) on chatbots in customer service: Enhancing the client response capability of Investment Company A

• Main Author: Chavez, Krishia Mae B.
• Format: text
• Published: Animo Repository 2023
• Subjects: Chatbots; Customer services; Technology and Innovation
• Online Access: https://animorepository.dlsu.edu.ph/etdm_manorg/161
• Institution: De La Salle University

This integrative action research concentrated on enhancing the client response capability of a Philippine-based investment company. The slow response problem on its Facebook Page was caused by the following factors: client-facing units encountering delays in responding immediately as this needs to be checked with the backroom, inability to monitor the page beyond office hours, presence of other tasks that make it difficult for current staff to handle inquiries promptly, and the company’s inadequate technology and tools to better manage inquiries. The objectives of this integrative action research are: (1) to provide efficient responses to inquiries and embed to customer support, and (2) to create a positive impact from the use of customer solution for internal and external users. To gain understanding of the situation and the solution, we used the first-, second- and third person inquiry practices, force-field analysis, and frameworks such as the IT Infrastructure Library (ITIL) Tier Framework and the Research Model for Role of Chatbots. Throughout this action research, the ADKAR Change Management Model was also applied, an outcome-oriented framework that facilitated the change in the company and to us, through milestones. Grounded on the spirit of collaboration, we applied the action research tools and framework in the two cycles. The first cycle is focused on delving deeper into the issue, embedding the proposed Facebook Chatbot solution to better manage inquiries, and assessing the overall satisfaction of the internal users towards the solution. The second cycle is a continuation of the first cycle and focused on the launch of the solution, where positive impacts on external users were identified based on the survey on customer satisfaction. These cycles demonstrated how managing inquiries and enhancing client responses benefit the client-facing units, the company, and its clients.