![]() |
|||
![]()
|
![]() |
![]() |
![]() |
7.2. CUSTOMER SERVICE APPLICATIONS OF EXPERT SYSTEMSThe customer service process is highly informational and thus affords numerous opportunities for applying ES. This process involves three stages: pre-sale, transaction, and post-sale. In the pre-sale stage, the customer collects product information, compares products, selects features, and makes the purchase decision. During the transaction stage, customers input their orders and select payment, warranty, delivery, and installation options. During the post-sale stage, customers receive product training and advice, use the product, and request repairs. A toll-free or Internet customer service helpdesk can be used to integrate these various applications, as well as provide more personalized service by accessing customer profiles. Product comparison and selection: During the pre-sale stage, a CBR application could assist customers in selecting the product and features that would best meet their needs. The CBR application would find the best match between customer needs, requirements, and constraints such as cost and time; and available options in the company's product line, including product and service features and options. Electronic salesman: Given an extensive customer knowledge repository, an RBS could send out customized advertisements targeted to known customer needs and values. These marketing proposals could recommend follow-on and augmented products and services based on prior purchase history. Another option would be to use the Electronic Salesman as an assistant during telemarketing. For example, Sang Kee Lee (1996) suggests a salesman expert system for the customized purchasing support of men's wear using an integrated approach of RBS and constraint satisfaction methods. Delivery and repair routing schedulers: In many retail and service industries, deliveries and repairs must be made at the customer's site. Knowledge of best traffic routes and times during rush-hour and off-peak traffic hours is essential. For deliveries, average installation times should be well-known; and for repairs, rough estimates can be made based on the diagnosis from the symptoms. Incidentally, the diagnosis also includes the parts that will likely be needed, so that return repair trips can be minimized. RBS, CBR, or specialized GIS MBR can be used to not only optimize the routing, but also to give customers much more precise time windows for meeting the service personnel. Product diagnosis and repair: RBS and CBR applications exist in many domains that perform the generic ES tasks of diagnosis and repair. Automobile, mainframe computer, and elevator repair ES are typical examples. CBR can be especially useful because new worked cases can be added by the users. Product advice and assistance: Customers very often need help with installing, assembling, configuring, using, and trouble-shooting complex products. Advice could be accessed through toll-free phone numbers in which customer service representatives serve as intermediaries between the ES and the customer. Examples of this approach are IRS' Taxpayer Service Assistant (Beckman, 1990) and American Express' Credit Analyzer Assistant. The Internet and kiosks at retail outlets could be used to deliver advice directly -- ranging from interactive tutorials to more specific job aids. For extensive tutorials, MBR and RBS are both usually needed. For more focused advice and assistance, either CBR or RBS can be used. 7.3. PROCESS APPLICATIONS OF EXPERT SYSTEMSAll internal aspects of a reengineered enterprise are organized around the process component. Decomposition of the process structures and organizes the supporting business system components. MBR, and in particular, object technology, can be used to represent the process workflows, as well as simulating the performance of future designs and experimenting with various design alternatives. As the causal relationships between the business system components are better understood, better models can be built to forecast and plan future organizational performance. Once work is assigned to an individual employee or work group, work can be structured and controlled using integrated MBR workflow management software that guides employees through the required or suggested best practice-procedure. If completion dates are in jeopardy, then a reminder will be sent to the employee and his/her manager so that work can be reassigned or rescheduled if necessary. The MIS module will capture data on all work in progress and all completed work.
|
![]() |
|
Use of this site is subject certain Terms & Conditions. Copyright (c) 1996-1999 EarthWeb, Inc.. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of EarthWeb is prohibited. Please read our privacy policy for details. |