The evolution of service toward automated customer assistance: there is a difference
Chris Roberts, Thomas Maier
Abstract
Purpose The purpose of this paper is to explore the distinction between human-delivered service and technology-based, automated customer assistance. Design/methodology/approach This is a conceptual paper. There is no methodology. Findings The concept of service is primarily delivered when a human helps another. When technology is infused into the process and becomes the major component of delivering the aid that is requested, the process is automated customer assistance. Thus, “self-service” is not service. It is automated customer assistance. Research limitations/implications The definition of service is refined to describe the process of a human helping another person. When technology is used to provide the needed aid, it is no longer a service. Instead, it is automated customer assistance. The implication is that researchers should closely examine how users assess and perceive the two separate approaches to providing the needed aid. Practical implications The definition of service is refined to describe the process of a human helping another person. When technology is used to provide the needed aid, it is no longer a service. Instead, it is automated customer assistance. Researchers should closely examine how users assess and perceive the two separate approaches. Industry professionals should be mindful of the distinction between the delivery of service, which requires staff, and the provisioning of technology to provide assistance, which requires little to no staff. Intentionality should drive when customers are better helped by a human or by technology. Originality/value The value provided helps both providers create and users express when human-based service is needed versus assistance provided by technology.