The potential of Data-Driven Virtual Assistants to enhance Customer Experience in the Telecommunications Industry


  • Marta Perez Garcia



Our day to day is becoming increasingly technological. We use more devices, manage more aspects of our life online, check whatsapp dozens of times a day, etc. We have even started talking to our phones in search of information and answers to make our lives easier. This is why we keep hearing words like Virtual Assistants or Artificial intelligence, which have become familiar through Siri, Cortana or Google Assistant. We do not hesitate to ask them for information about the weather, routes, reminders, etc. However, when it comes to interacting with organisations and service providers, users still tend to do so through traditional channels, such as phone calls or visiting shops, which quite often result in a poor customer experience and low customer satisfaction. This usually happens because it has become difficult for both customers and firms to access and filter information in this overwhelming era of Data Growth, the core challenge of Big Data. Consequently, how could large organisations implement new technologies to improve customer experience and utilise Big Data? This paper explores the benefits and needs of applying Data-Driven Virtual Assistants and Artificial Intelligence principles to enhance customer experience when managing Telecommunications services, as well as what such applications would imply compared to existing models. It identifies the perceived benefits from both users and the Telecoms organisations that implement a Data Driven Virtual Assistant.


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Biografia do Autor

Marta Perez Garcia

Marta has a business background working in China, Poland, Mexico, UK, France and Spain with multinational organisations such as Sky, Procter & Gamble and currently Telefónica R&D. She has a passion for user research and idea management so her expertise lies in designing new processes and tools to drive innovation, improve the quality of ideas and help identify user insights. She has always combined her work as a business practitioner with her academic research to keep up to date with the latest trends, processes and best practices. She holds a Master’s degree in Design Research & Innovation Management at Cranfield University, a PhD in Design Driven Innovation at Birmingham City University and has published and presented several papers in International and well-known conferences.




Como Citar

PEREZ GARCIA, M. The potential of Data-Driven Virtual Assistants to enhance Customer Experience in the Telecommunications Industry. Human Factors in Design, Florianópolis, v. 7, n. 13, p. 061-072, 2018. DOI: 10.5965/2316796307132018061. Disponível em: Acesso em: 30 nov. 2022.