8 in-depth interviews have been conducted with the goal to detect the perception of companies using an avatar on their website. This section helped us to develop our understanding of the real world. We classified them from 1 to 8 in order to keep anonymous the name of firms interviewed.
Why do firms use a virtual agent?
We can explain the use of a virtual agent by various reasons. First of all, we can mention the willingness to guide the customers, to help them understand and to explain them the functioning of the website. Another reason is the willingness to make the website more “familiar and more reassuring” humanizing the relationship with the customer (FIRM 1, FIRM 2). The virtual agent makes the website more attractive and enables to “relieve the call center and to reduce the number of emails answering to the simplest and most common questions that the customer asked” (FIRM 4). For FIRM 1, the introduction of a virtual agent has allowed the overall improvement of the website. Indeed, the virtual agent has enabled to identify what were the questions that the customer asked and has led to the drafting of a FAQ, thing that did not exist on the website before the introduction of the agent. More generally, the virtual agent meets a need of modernity and innovation (FIRM 7). Customers particularly appreciate the utility value of the virtual agent. Indeed, the agent limits the number of calls and emails received daily. The agent reassures the customers and helps them navigate, and this, will in some cases push them to buy “It easily leads the user to the subscription part of our website” (FIRM 2). A virtual agent is a new channel of communication offering an additional “extra service” (FIRM 5). The hedonic value is also important. The virtual agent is “more friendly” (FIRM 6) and pleasant for the user (FIRM 8). It also is a good device that allows companies to understand more customers’ needs. Indeed, customers are able to communicate what they desire without having to call and be put on hold or “clog up the calling centre” (FIRM 4). It is becoming another way of communicating and creating a virtual relationship with people. The choice of a specific avatar also brings a level of comfort to the customers, as there is the possibility of using the image of a famous person (with their authorization) which is what FIRM 2 decided to do.
What is the degree of satisfaction of firms using a virtual agent?
The answers are mixed. FIRM 3 and FIRM 6 are very satisfied: “It meets a need!” (FIRM 3). FIRM 4 is globally satisfied “a report shows us that our customers are satisfied and get an appropriate answer to their questions”. The other companies are more divided. FIRM 2 admits to not have “sufficiently focus on the benefits of the agent” and is even thinking about its possible removal. However, the firm recognizes that the agent provides a “reassuring side”. FIRM 1 is quite satisfied. Although FIRM 1 has few feedbacks for the moment, it emphasizes on the fact that the agent has internally enabled the drafting of the FAQ. FIRM 5 is moderately satisfied. Users enjoy using it “a lot of people have fun with”. However, its use could be optimized “keywords algorithm is not always successful.”
How does the virtual agent change online behaviour?
FIRM 3 explains us very clearly having received “less emails and calls”. FIRM 1 and FIRM 2 think that they have received less emails and calls but are not sure about the fact that it is linked with the avatar performance. “It can be linked either with our avatar performance…or with our highly targeted communication” (FIRM 2). “I think we have fewer calls, but we did not make research to confirm it” (FIRM 1). Finally, FIRM 5 and FIRM 6 both said that they have not noticed any changes in the behavior of their customers, and still receive many questions. “We still receive many emails. For specific questions, the agent cannot answer” (FIRM 6).
