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Case II (Part A): JIMI’s Growth Path: Artificial Intelligence Has Redefined the Customer Service of JD.Com

  • Xiaoming ZhuEmail author
Chapter
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Part of the Management for Professionals book series (MANAGPROF)

Abstract

In December 2012, JD.com introduced a new member to its online customer service team: JIMI (JD.com Instant Messaging Intelligence). As an artificial intelligence product focused on customer service, JIMI had increased the customer satisfaction rate to over 80% in some areas by March 2016. As the company was on a fast track, JIMI was designed not only for improving customer satisfaction, but also for using innovative technologies to ease human resource bottlenecks.

Notes

Acknowledgements

This case was co-authored by Professor Zhu Xiaoming, Case Writer Zhu Qiong and Research Assistant Huang Chengyan of the China-Europe International Business School. It was written with the support of JD.com CIO system. The case study is intended to stimulate classroom discussion, and not to analyse how effectively the company is managed.

References

  1. Zhou Hongyi Criticized on Xiaoice’s Dirty Words: I Can Barely Stand Xiaobing’s Malfunction.tech.ifeng.com [EB/OL]. (2014–06–26) [2016–03–30]. http://tech.ifeng.com/internet/detail_2014_06/26/37031183_0.shtml.
  2. Ali Xiaomi Served 4 Million Customers In One Day, Service Capability Equal Up to 33,000 Customer Service Agents. www.chinanews.com [EB/OL]. (2016–03–31) [2016–04–02]. http://news.163.com/16/0331/15/BJGE2NPB00014JB6.html.
  3. Jiang Nanzi. 90% of Ant Financial’s Customer Services Were Provided by Robots. National Business Daily. [EB/OL]. (2016–03–11) [2016–04–02]. http://tech.sina.com.cn/it/2016–03–11/doc-ifxqhmvc2295910.shtml.

Copyright information

© Shanghai Jiao Tong University Press and Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.China Europe International Business SchoolShanghaiChina

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