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A Inteligência Artificial no atendimento online: o efeito da utilização do chatbot na experiência do utilizador
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Nos tempos que correm, fortemente influenciados pela transformação digital, as empresas enfrentam o desafio de acompanhar as mudanças nos comportamentos dos consumidores, exigindo respostas rápidas e personalizadas. A Inteligência Artificial, especialmente através dos chatbots, tem transformado a interação entre organizações e clientes, automatizando o atendimento e melhorando a experiência digital de forma mais eficiente e centrada no utilizador. O presente estudo analisa o papel da Inteligência Artificial, em particular dos chatbots, na otimização da experiência do cliente em ambientes digitais. A investigação centra-se no website de uma empresa do setor da papelaria, livraria, brinquedos e presentes, procurando responder à questão "de que forma as interações e comportamentos dos clientes no website podem contribuir para o desenvolvimento de um chatbot eficaz que contribua para o apoio ao cliente e otimize a experiência de compra”. O principal objetivo consistiu em analisar as perceções, dificuldades e necessidades dos clientes e colaboradores relativamente ao atendimento online, de modo a definir as funcionalidades essenciais a integrar num futuro chatbot de forma a garantir uma melhoria da satisfação dos clientes e da sua experiência no contato com a marca. Especificamente, pretendeu-se identificar os obstáculos na navegação, compreender os desafios operacionais enfrentados pelos colaboradores, recolher as expetativas dos utilizadores quanto à automação do serviço e propor um modelo de chatbot adaptado às necessidades da empresa e do cliente. A investigação seguiu uma abordagem mista, combinando métodos quantitativos e qualitativos. Foram aplicados questionários a clientes e colaboradores e foi realizada uma entrevista semiestruturada ao responsável do departamento de Customer Service Operations, no entanto, seria expectável uma segunda entrevista ao colaborador da Area Manager – Digital Development mas não foi possível concretizar-se. Para garantir uma análise rigorosa, os dados foram interpretados com fundamento na literatura, relacionando os resultados empíricos com os contributos teóricos sobre a experiência do cliente, usabilidade e eficácia dos chatbots. Os resultados revelam uma perceção globalmente positiva em relação à navegação no website e uma forte abertura à introdução de um chatbot, reconhecido como uma solução eficaz para agilizar o atendimento e responder a dúvidas simples, sem substituir o contacto humano em situações mais complexas. Conclui-se que o chatbot deve integrar funcionalidades informativas, operacionais e assistidas, com uma linguagem clara, empática e acessível, contribuindo para uma melhoria da eficiência e da satisfação do cliente.
In today's times, strongly influenced by digital transformation, companies face the challenge of keeping up with changing consumer behaviors, which demand faster and more personalized responses. Artificial Intelligence, particularly through chatbots, has transformed the interaction between organizations and customers by automating service and enhancing the digital experience in a more efficient and user-centered way. This study examines the role of Artificial Intelligence, particularly chatbots, in optimizing the customer experience in digital environments. The research focuses on the website of a company operating in the stationery, bookstore, toys, and gift sectors, aiming to answer the question: “how can customer interactions and behaviors on the website contribute to the development of an effective chatbot that supports customer service and enhances the shopping experience?” The main objective was to analyze the perceptions, difficulties, and needs of customers and employees regarding online service, in order to define the essential functionalities to be integrated into a future chatbot. Specifically, the study sought to identify navigation obstacles, understand operational challenges faced by employees, gather user expectations concerning service automation, and propose a chatbot model aligned with the company’s and customers’ needs. A mixed-method approach was adopted, combining quantitative and qualitative techniques. Questionnaires were administered to customers and employees, and a semi-structured interview was conducted with the head of the Customer Service Operations Department. However, a second interview with the Area Manager – Digital Development employee was expected but could not be carried out. To ensure analytical rigor, the data were interpreted in light of the existing literature, relating empirical results to theoretical contributions on customer experience, usability, and chatbot effectiveness. The findings reveal an overall positive perception of the website navigation and a strong openness towards the adoption of a chatbot, viewed as an effective solution to streamline service and address simple queries without replacing human contact in more complex situations. It is concluded that the chatbot should integrate informative, operational, and assistive functionalities, expressed through clear, empathetic, and accessible language, thereby contributing to a significant improvement in efficiency and customer satisfaction.
In today's times, strongly influenced by digital transformation, companies face the challenge of keeping up with changing consumer behaviors, which demand faster and more personalized responses. Artificial Intelligence, particularly through chatbots, has transformed the interaction between organizations and customers by automating service and enhancing the digital experience in a more efficient and user-centered way. This study examines the role of Artificial Intelligence, particularly chatbots, in optimizing the customer experience in digital environments. The research focuses on the website of a company operating in the stationery, bookstore, toys, and gift sectors, aiming to answer the question: “how can customer interactions and behaviors on the website contribute to the development of an effective chatbot that supports customer service and enhances the shopping experience?” The main objective was to analyze the perceptions, difficulties, and needs of customers and employees regarding online service, in order to define the essential functionalities to be integrated into a future chatbot. Specifically, the study sought to identify navigation obstacles, understand operational challenges faced by employees, gather user expectations concerning service automation, and propose a chatbot model aligned with the company’s and customers’ needs. A mixed-method approach was adopted, combining quantitative and qualitative techniques. Questionnaires were administered to customers and employees, and a semi-structured interview was conducted with the head of the Customer Service Operations Department. However, a second interview with the Area Manager – Digital Development employee was expected but could not be carried out. To ensure analytical rigor, the data were interpreted in light of the existing literature, relating empirical results to theoretical contributions on customer experience, usability, and chatbot effectiveness. The findings reveal an overall positive perception of the website navigation and a strong openness towards the adoption of a chatbot, viewed as an effective solution to streamline service and address simple queries without replacing human contact in more complex situations. It is concluded that the chatbot should integrate informative, operational, and assistive functionalities, expressed through clear, empathetic, and accessible language, thereby contributing to a significant improvement in efficiency and customer satisfaction.
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Transformação Digital Chatbot Experiência do cliente Atendimento online Digital transformation Customer experience Online service