Human or Automated Customer Service?

With the boom in data mining and the use of algorithms to make recommendations to customers, companies are beginning to face the decision of whether to provide "human" assistance or through bots.

Tuesday, January 15, 2019

At a global level, several companies have opted to develop their data analysis departments, with the aim of finding suitable information to develop models that automatically make recommendations to their customers.

Also see: "Big Data to create new business opportunities"

Although some companies argue that customers prefer the recommendations of a human and do not yet trust those arising from macrodata management systems and predictive models, that perception may not be correct.

You may be interested in: "The Risks of Mishandling Big Data" reports that, according to several studies conducted in the United States, it has been discovered that "... people do not dislike algorithms as much as previous studies would have us believe. In fact, people show "appreciation for algorithms" and follow the same advice more when they believe it is from an algorithm than when it is from a real person."

The article concludes that "... studies show that people are usually comfortable accepting advice from algorithms, and sometimes even trust them more than other people. This does not imply that consumers sometimes do not appreciate the human touch, but it does suggest that it may not be necessary to invest in emphasizing the human element of an algorithm-based process."

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