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This bachelor thesis with the title Chatbots, Video Recruiting and Mobile Communication Channels: Würth Industrie Service in the field of tension between digital acquisition channels and the company philosophy ‘People are the center of attention’ deals with the implementation of digital personnel acquisition channels as well as with the conflict between digitalization and the focus on people. In particular, the communication between applicants and personnel acquisition is addressed.
Digitalization has been developing at a high speed and influences the entire working and living environment. This increasing process of change is also related to the job market and the communication process. Communication has changed in recent years and still does. Instead of the previous, purely functional exchange of information in text form, visual language is becoming increasingly important. Furthermore, the younger generation is used to speed and a quick reaction to messages through social media.
In addition to the change of traditional communication and the trend towards visual language, it must be concerned that human resources is still a people business. Digital processes can cause the actual focus on people to be lost.
Based on a qualitative research approach and the expert interview, three employees of Würth Industrie Service GmbH & Co KG and a service provider are interviewed about digital instruments and the risk of losing the focus on people through digital processes in personnel acquisition. With the help of the qualitative content analysis according to Mayring, it clearly shows how important personal contact with the applicant is in the selection process. Moreover, the personal fit of the candidate with the position and with the company can only be checked in a personal interview by HR Business Partner. Nevertheless, the introduction of a digital tool in the selection process for a pre-selection at Würth Industrie Service GmbH & Co. KG is important in order to relieve the HR Business Partners now and in the future when the number of incoming applications and hiring figures are increasing.
The recommendation to introduce video interviews rather than implementing WhatsApp and Chatbots at Würth Industrie Service GmbH at this point is based on the theoretical principles and the expert interviews.
Rapid changes and advancement in technology are characterized in today’s economy, which has especially changed the nature of customer service. Customers are expecting more convenience and faster service while companies cope with this demand by increasingly utilizing automation processes, such as chatbots or social bots. While chatbots and social bots have great potential to be utilized in customer service, there has been little research that describes the possible applications, customer expectations and key challenges in their implementation. This study aimed to narrow this research gap by conducting a case study at the Daimler AG in Germany. Six expert interviews were conducted at the Daimler AG and a customer survey with 46 respondents was executed to explore the applications of social bots and chatbots as well as key challenges in the implementation of chatbots. Potential applications of social bots and two utilization types of chatbots were identified. In addition, a total of 14 key challenges were explored. These challenges can be combated with 19 optimization proposals, which help ensure a successful implementation of chatbots in customer service. This thesis ends with four recommendations that can be used by future managers of bot projects. These are: Transfer information about bots to all involved parties, enhance the conversational aspect, optimize the content development and expand the bot’s abilities.
In the digital age, companies are increasingly asking themselves how to reach their customers. In recent years, chatbots and language assistants have opened up an innovative form of communication and provide an opportunity to interactively expand touchpoints. Their integration can take place on different communication channels and thus, directly address the users.
This paper discusses how chatbots and language assistants work and how they can be used. Expert interviews have been conducted for qualitative analysis. Based on the theoretical analysis and the expert interviews, the added value for companies when using bots and language assistants is determined. Subsequently, an assessment of the bots and language assistants is made and a recommendation for further research is given.