Author:
Saviano Marialuisa,Del Prete Marzia,Mueller Jens,Caputo Francesco
Abstract
Purpose
This paper aims to recall the attention on a key challenge for customer relationship management related to the role of human agents in the management of the “switch point” for ensuring the effectiveness and efficiency in a customer-machine conversation.
Design/methodology/approach
This study contributes to the discussion about the firms’ approach to artificial intelligence (AI) in frontline interactions under the conceptual umbrella provided by knowledge management studies.
Findings
This paper provides a theoretical model for clarifying the role of human intelligence (HI) in AI-based frontline interactions by highlighting the relevance of the actors’ subjectivity in the dynamics and perceptions of customer-machine conversations.
Originality/value
An AI-HI complementarity matrix is proposed in spite of the still dominant replacement view.
Subject
Management of Technology and Innovation,Strategy and Management
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