Utilising artificial intelligence in a call centre environment : an expert system approach

Abstract

Artificial Intelligence is becoming one of the major players in a number of industries around the world because of the benefits presented to organisations when applied correctly. From this perspective, this study focuses on gaining insight into the utilisation of Artificial Intelligence in a Call Centre environment in Malta through an expert system approach. This work begins with research on previous studies conducted that integrate the call centre with a number of different AI approaches. From this research, a number of objectives have been selected in order to analyse the use of AI in Malta’s call centres. The objectives have been achieved through a combination of an interview with 5 call centre line managers and a questionnaire that was distributed among 46 call centre employees. The target population was 45 call centre employees. The study provides evidence that currently, no artificial intelligence approaches are applied in call centres here in Malta. However, this study provides evidence that there is a belief that Artificial Intelligence is going to play a huge part in the future. Moreover, this study also provides evidence that both employees and customers would be willing to utilise Artificial Intelligence approaches in the Call Centre to improve its efficiency and effectiveness. The study continues with the actual development of a software prototype of a proposed expert system to be utilised by customers of a call centre. This prototype combines artificial intelligence with the call centre. Finally, the prototype is demonstrated to the same 5 line managers previously interviewed together with a qualitative questionnaire in order to get an insight on the advantages, disadvantages and any recommendations for the software prototype. This study increases awareness of the importance of Artificial Intelligence. It studies whether it is feasible for a call centre to apply Artificial Intelligence approaches by getting an understanding of the willingness of customers as well as the potential advantages and disadvantages that would be present.