THE ROLE OF CHATBOTS IN BUSINESS COMMUNICATION. CUSTOMER INQUIRIES. CASE STUDY: H&M
Anamaria-Mirabela POP1, Monica-Ariana SIM1, Ioana Claudia HOREA1
1Department of International Business, Faculty of Economic Sciences, University of Oradea, Oradea, Romania
Abstract: Business communication has changed due to the quick development of artificial intelligence (AI), and chatbots are essential for automating consumer interactions. This paper examines the impact of chatbots on handling business inquiries and correspondence, focusing on H&M as a case study. AI-powered chatbots are used by the international fashion retailer H&M to increase customer service effectiveness, speed up response times, and boost engagement. The study examines the primary roles that chatbots play in business communication, such as answering often requested inquiries, assisting with orders, and making tailored recommendations. The study evaluates the efficacy of H&M’s chatbot system by examining its accuracy, speed, and user happiness. It also highlights the drawbacks of chatbot technology, including its inability to comprehend complicated queries, the requirement for human intervention in subtle interactions, and the possibility for customer annoyance from impersonal responses. Through a qualitative and quantitative assessment, the research highlights the advantages of chatbot-driven communication, including scalability, 24/7 availability, and a decrease in operating costs. To guarantee a flawless client experience, it also tackles the difficulties of striking a balance between automation and human engagement. According to the findings, chatbots greatly simplify commercial correspondence, but their effectiveness hinges on ongoing developments in artificial intelligence, advances in natural language processing, and seamless integration with human customer service representatives. By providing insights into the best practices for implementing chatbots, this paper adds to the expanding conversation on AI in business communication. The H&M case study shows how chatbots may improve customer satisfaction, maximize operational efficiency, and revolutionize digital corporate communication when properly developed and maintained. To match changing customer expectations, businesses must, however, overcome current constraints and consistently enhance chatbot skills.
Keywords: chatbots, AI, business communication, customer service, H&M, automation, natural language processing.
JEL Classification: Z13; Q55; L81.
