Müşteri Deneyimini İyileştirmede Yapay Zeka Uygulamaları: Çevrimiçi Perakende Firması Örneği

Abstract

Artificial Intelligence, which can be basicly defined as systems or machines that can perform behaviors of human and human intelligence, is one of the concepts that have been flourishing and maintaining the popularity since its first appereance. Simultaneously with the development of this concept day by day, its execution areas have expanded and become significant part of life. There is no doubt, marketing is one of the areas where it expands and provides maximum benefit. With the use of Artificial Intelligence based applications in marketing, the customer experience is have been tried to be improved gradually. The aim of this study is to understand the point of view of companies, operating the online retail market, towards technology, to observe how they benefit from artificial intelligence-based applications, and to reveal how they try to enrich the customer experience with artificial intelligence-based applications. In this context, qualitative research methods and the personal interview technique were used in accordance with the main purpose of the study. It is aimed to explore detail about how is companies’ customer journey map for the customer while enriching the customer experience, and how they benefit from artificial intelligence, with the information provided by the experts who work in company while conducting a personal interview. For this reason, interviews were conducted with the regional sales manager and sales specialists of the online retail company.The limitations of the study are that the study only provides an information from the company, does not include whole sample in the market, and the methods applied by the company are open to change due to the dynamic structure of the market and technology. Results revealed that, suggesting some special opportunities to customer, taking decisions to accelerate the delivery of the order, using virtual assistant in customer communication and providing dashboard to see the order status are some of the areas where improvement has been made thanks to Artificial Intelligence. Thus, while the problems stem from human nature are minimized, customer experience is tried to be improvement. Keywords: Artificial Intelligence, Customer Experience, Customer Journey Map, Brand Experience, Differentiation