AI-användning i B2B-support hos IT-företag : En undersökning av utmaningar och möjligheters påverkan på kundvärdet

Sammanfattning

The purpose of this study is to investigate the challenges and opportunities associated with implementing AI-based solutions in B2B-support within IT companies to generate customer value. The study was conducted through a case study of the company Monitor ERP System support function. By combining interviews with the case company and a benchmarking study of other IT companies with similar support offerings, the study’s objective was achieved. The collected primary data has been systematically analyzed based on each method, allowing for a theoretically grounded and practically relevant discussion regarding the impact of AI solutions on customer value. The findings indicate that AI can contribute to increasing efficiency, improving accessibility, and quality assurance in IT companies’ support functions. However, several challenges also have been found, such as the risk of degraded customer experience, implementation difficulties and AI’s limited ability to handle complex cases. The study shows a relationship between challenges and opportunities of implementing AI, as well as the value this generates for the customer. Notably, a clear relation was identified between leveraging opportunities and the emergence of new challenges, while handling challenges could, in turn, create new opportunities. The study thus highlights the need for carefully balanced considerations of both opportunities and challenges to avoid negative effects on customer value when implementing AI. By identifying this relationship and creating an understanding of the potential opportunities and challenges associated with AI solutions, the study provides insights into how AI affects customer value. Considering the evident research gap regarding the impact of AI solutions on customer value in B2B support at IT companies, the study makes a valuable contribution by offering new insights and a confirmed relationship that the future research can build upon. This relationship may also serve as a foundation for practical applications when implementing AI solutions in B2B support contexts.