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Summary Webcare & conversational AI

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Webcare & Conversational AI

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Tilburg University (UVT)

Get all the key takeaways from the Webcare & Conversational AI lectures in one concise, easy-to-follow summary! Perfect for quick reviews and study sessions, this document covers core concepts, examples, and practical tips discussed in class. Ideal for staying on top of the course and prepping for ...

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WEBCARE & CONVERSATIONAL AI
Lecture 1

Webcare serves the goals of
 Customer care
 Public relations
 Marketing

Reactive webcare
Webcare can be posted in reply to a customer's request to respond to their
complaint

Proactive webcare
Organizational responses are not preceded by any direct or indirect requests
from the complainant to respond

Proactive vs reactive approach
 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 evaluations nor
perceptions of human voice
o Proactive: more positive brand evaluations on a brand-generated
platform (compared to consumer-generated platform)
o People perceived the brand as demonstrating more a human voice
on this platform
 Try to estimate whether the consumer desires a reply or not

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
 (Act of constructive feedback to help the brand to improve its
performance)

Vindictive complaining

1

,  Do not need a response from the company to achieve goal
 Webcare is rather inappropriate
 Complaints serve as a means to reduce frustration and anxiety

Response strategies
Accommodative responses
The company publicly acknowledges the problem and takes responsibility for
the failure
Defensive responses
The company insists that there is no problem, accuses the complainant of
wrongdoing or shifts the blame to others
No response

When and what to repond?
Findings constructive complainants
Accommodative: CCs respond most positively to ACCs because they are
congruent with their individual desires
Defensive: Inappropriate excuses to whitewash the brand, which makes them
to attribute the failure to internal and controllable problems that were
preventable by the company
No response: ignoring CCs well-meant intention to solve the problem leads to
the most negative complainant responses

Findings vindictive complainants
 Immune against any type of webcare as these responses do not facilitate
VCs complaining objectives
 Both no response and defensive responses don't necessarily lead to a
strong negative effect
 Completely unaffected by ACCs; immune against psychological &
economical benefits

What is good webcare
1) Immediacy
2) Owwnership
3) Comprehensiveness
4) Civility
5) Assurance
6) Coherence
7) Retention
8) Personalization

2

, 9) Elaborateness

Lecture 2
Webcare for customer care

Webcare after a double deviation

3

, Customer service or privacy infringement?
Privacy regulation theory
People strive to achieve an optimal level of social interaction. If actual level
exceeds the desired level, a lack of privacy is perceived
ex: proactive interventions with consumer messages -> feelings of privacy
infringement

Privacy calculus
A consumer's decision to disclose personal information is based on cost-benefit
analysis

Message valence
Positive or negative

Message addressee
Proactive or reactive

Social exchange theory
The interaction of two parties is based on cost-benefit analysis

H1 supported: The effect of interventions on feelings of privacy violations is
stronger when the intervention is proactive

H2 supported: Negative relation between perceptions of privacy infringement
induced by customer service interventions and customer satisfaction

H3 supported: Also for perceived usefulness -> satisfaction

4

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