Understanding the Factors Shaping the Adoption of AI in Customer Service Departments: A Qualitative Study at Eurofins
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2023-07-11
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en
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Artificial Intelligence (AI) has emerged as a critical technology in Customer Service (CS), offering the potential to enhance operational efficiency and deliver personalised customer experiences. However, many inhibiting and promoting factors influence the successful adoption of AI. This qualitative research study investigates the complex factors influencing the adopting of AI-based service systems in the CS domain. By conducting in-depth interviews with 12 CS employees at Eurofins, this study provides a comprehensive understanding of the willingness to adopt AI and the adoption process within the organisation. Through a rigorous analysis of the interview data, the study identifies and examines key factors that inhibit or promote AI integration into CS operations. The findings uncover four distinct clusters of factors significantly impacting AI adoption: Resistance to Change, Customer Experience, Employee Attitudes and Perceptions, and Organisational Factors. These clusters influence AI adoption individually and interact with and shape one another within the broader adoption context. The empirical findings of this study contribute to the development of a novel theoretical framework that holds practical implications for future research endeavours and organisations seeking to implement AI technology within their CS operations.
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Faculteit der Managementwetenschappen