Chatbots in Customer Experience. Application and Opportunities in E-Commerce

Inhaltsverzeichnis (Table of Contents)

• Introduction
  • Status Quo and Motivation
  • Research Questions and Goals
  • Structure
• Theoretical Framework
  • Marketing Communications
  • Customer Relationship Management
  • Chatbots
• Chatbots in E-Commerce
  • Implementation throughout the Customer Journey
  • Opportunities
• Practical Use Case Analysis and Implementation
  • Collection and Selection of Use Cases
  • Requirements
  • Implementation
  • Evaluation
• Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This study aims to investigate the application and opportunities of chatbots in the customer experience of e-commerce. It explores the role of chatbots in enhancing customer service, optimizing customer journeys, and creating new opportunities for businesses.

• The evolving landscape of customer service in the e-commerce industry.
• The theoretical framework of chatbots, including their application in marketing communications and customer relationship management.
• The practical implementation of chatbots in e-commerce, focusing on customer journey integration and the potential benefits for businesses.
• The analysis of real-world use cases, highlighting the challenges and successes of chatbot implementation.
• The future implications and opportunities of chatbots in e-commerce.

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter provides an overview of the current state of customer service in the e-commerce industry, highlighting the growing need for innovative solutions to meet evolving customer expectations. It outlines the research questions and objectives of the study, followed by a description of the thesis structure.
• Theoretical Framework: This chapter explores the theoretical foundation of chatbots, examining their role in marketing communications, customer relationship management, and their broader impact on business strategies.
• Chatbots in E-Commerce: This chapter delves into the implementation of chatbots within the e-commerce landscape, analyzing their integration throughout the customer journey and exploring the various opportunities they present for businesses.
• Practical Use Case Analysis and Implementation: This chapter presents a detailed analysis of real-world use cases of chatbots in e-commerce, focusing on the practical aspects of collection, selection, requirements, implementation, and evaluation.

Schlüsselwörter (Keywords)

This study focuses on key concepts such as chatbots, customer experience, e-commerce, customer relationship management, marketing communications, customer journey, use case analysis, and implementation strategies.