Summary Webcare en Conversational AI: Everything you need to know for the exam
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Course
Webcare & Conversational AI (880085M6)
Institution
Tilburg University (UVT)
In this document, you find the notes from all (online) lectures and literature. Every lecture is well structured and all information is to the point. For some complex concepts I added an example.
Webcare & Conversational AI
DR. Christine Liebrecht & DR. Chris van der Lee
This summary includes all (online) lectures and literature to prepare for the exam.
Inhoud
Lecture 1: Introduction to webcare .................................................................................................. 2
Lecture 2: Webcare for customer care ............................................................................................. 6
Lecture 3: Webcare for public relations ......................................................................................... 10
Lecture 4: Webcare for online marketing ...................................................................................... 18
Lecture 5: AI for customer care ....................................................................................................... 24
Lecture 6: AI for reputation management and marketing .......................................................... 30
Lecture 7: The future of webcare and conversational AI ............................................................ 35
,Lecture 1: Introduction to webcare
Webcare: The act of engaging in online interactions with (Complaining) consumers, by
actively searching the web to address consumer feedback (e.g. questions, concerns, and
complaints ~ Van Noort & Willemsen, 2012
Goals of webcare:
- Customer care
o Signal customer problems and solve them
o Meet or exceed the expectations of customers
o Customer’s negative WOM (worth of mouth) to positive WOM,
recommendations
- Public relations
o Others are watching too
o eWOM can influence people’s impression of the organization
o Organisation’s webcare demonstrates customers’ comments are taken
seriously
o Prevent NeWOM → crisis
o Reputation & relationship management
- Marketing
o Creating a good image
o Enhancing brand evaluations
o Message could go viral
o Could convince others to purchase
o Valuable feedback to improve their businesses
o Webcare → social media campaigns
- Monitoring: search on media channels. Often a monitoring tool is used for quick
investigations to see who’s talking about you.
- Considering: should one engage in webcare?
o Block: making it impossible to post on a company’s page
▪ Adventage
• Good to filter hate messages or other violations/spam
accounts
• When you don’t want people to be associated with your
company
▪ Disadvantage
• People will find other ways to use NeWOM
• Less approachable/accessible
o Sensor/delete: at a minimum 48% of the companies are likely to delete
negative comments
▪ Detect censorship:
• Customers references to previous comments that are not
available (anymore)
• Corporate pages only contain positive comments
• Organization publicly announces that negative comments will
not be publishes
2
, • Or that posts that are not directly related to main topic are not
permitted
• Or that customer postings are not allowed at all
▪ Advantages
• Privacy issues: you don’t want people to share their private
info
• You force the audience to be respectful
▪ Disadvantages
• Can enhance negative feelings that you wat to share even
more
o Responding: organizations should respond, various studies indicated that
people are more satisfied after receiving a response in reply to NeWOM –
but you have to know the complainant.
Van Noort & Willemsen (2012 ) – Effects of proactive versus reactive webcare
Reactive: customer asks for responds or a @ mention is used
Proactive: venting frustration rather than seeking an solution
Findings:
- Responding to NeWOM by means of webcare increases brand evaluations
- No main difference between reactive / proactive approach on brand evaluations
- But, depends on platform type, such that
o Reactive: no platform difference on brand evaluation nor perceptions of
human voice (so always respond)
o Proactive: only respond on positive brand evaluations on a brand-generated
platform. On a consumer-generated platform it can feel intrusive.
o Also, people perceived the brand as demonstrating more a human voice on
this platform.
So: try to estimate whether the consumer desires a reply or not.
Weitzl (2019): constructive and vindictive complainants
Constructive:
- Complaining goals can only be achieved by receiving a response from the
company
- Receptive to webcare
- Seek for redress to restore relationship with brand
- Use social media to increase public pressure to find a solution
➔ Costumer care and public relations
Vindictive
- Do not need a response from the company to achieve goal
- Webcare is rather inappropriate
- Complaints serve as means to reduce frustration and anxiety
- Thus: venting, harm the organization, warn others
➔ Public relations – control the reputation
When and what to respond?
Congruent approach: When two factors match (desire to receive webcare and a
company’s response), outcome levels (complainant’s reactions) will be enhanced or be
greater than when the two factors are mismatched. Not responding to vindictive customers
3
, is congruent. Not responding to constructive customer would be incongruent with the
expectations.
Response strategies (SCCT, Coombs)
- Accommodative response: acknowledging the problem, take responsibility
o CCs respond most positively to ACCs because they are congruent with their
individual desires
- Defensive response: the company either insists that there is no problem, accuses
the complainant of wrongdoing or shifts the blame to others
o Inappropriate excuses to whitewash the brand, which makes CCs to
attribute the failure to internal and controllable problems that were
preventable by the company
- No response: the attempt to keep the brand away from the problem by remaining
silent / making meaningless comments or engaging in futile or short-sighted,
unhelpful reactions
o Ignoring CCs well-meant intention to solve the problem leads to the most
negative complainant responses
Ghosh & Mandal (2020): Webcare quality: conceptualization, scale development and
validaton
Dimensions of good webcare
1. Immediacy. The webcare is:
o Prompt
o Quick
o Not delayed
o Provides soon after I posted the review
2. Ownership. Who is the person behind the message
o After reading you know who to contact in the organization
o Contact details about the author
o Provides details of the designations of the author
o Provides clarity on the source
o No ambiguity regarding the source of the webcare
3. Comprehensiveness. Are all the elements in the response and does the employee
understand which problem the complainant has?
o Response is complete
o Information is exhaustive
o Addresses all the issues raised in the review
o All concerns/problems have been addressed
4. Civility.
o Courteous
o Written in friendly manner
o Polite in its style
o Apologises
5. Assurance. Assure the complainant it only happened one time and won’t happen
again.
o Promise no further mistakes
o Restore trust
o Gain confidence to avail the product/service again
o Make the costumer believe that the organization would not violate its
standard
6. Coherence
4
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