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Marcus Schögel
Title
Prof. Dr.
Last Name
Schögel
First name
Marcus
Email
marcus.schoegel@unisg.ch
Phone
+41 71 224 2833
Homepage
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1 - 5 of 5
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PublicationGenerative AI Tools in Customer Service - Beyond the Hype of "Prompt Engineering"(Thexis Verlag, 2023-06)
;Dr. Sina WulfmeyerThe adoption of artificial assistant tools (AAT) powered by generative artificial intelligence and large language models to support frontline employees (FLEs) opens up promising new use cases while also introducing changing skillset requirements and new challenges (e.g., in compliance and data security). In this paper, the authors explore AAT implementation in a customer contact center, drawing conclusions from a qualitative study of practical use cases, necessary FLE skills and data security requirements and solutions. Recommendations are provided for implementing AATs using the GPT-3.5 Turbo API.Type: journal articleJournal: Marketing Review St. GallenVolume: 6/2023 -
PublicationHonig für den Kunden(Institut für Marketing an der Universität St. Gallen, 2013)
;Beiz, OttoType: book section -
PublicationKennzahlengestützte Steuerung digitaler Kommunikation : Die Web Excellence Scorecard(Gabler, 2008)
;Bachem, Christian ;Keller, JensType: book section -
PublicationInteraktive Marketingkommunikation(Gabler, 2008)
;Walter, Verena ;Arndt, OliverWalter, VerenaType: book section -
PublicationCustomer Knowledge and Relationship Management(Verl. Thexis, 2002)
;Riempp, Gerold ;Gronover, SandraType: book section