Mémoire-projet

Abstract

This research explores the impact of chatbot integration on customer relationship management in the public utility sector, with a specific focus on RESA, the electricity and gas distribution operator for the province of Liège. The study begins by highlighting that while RESA has deployed a chatbot to support digital transformation, no comprehensive strategic evaluation had yet been conducted to assess its real effectiveness on user experience and satisfaction.

The literature review covers key concepts such as customer relationship management (CRM), public service marketing, customer satisfaction metrics, and the role of chatbots in digital service models. It also mobilizes theoretical frameworks like the SERVQUAL model, the Technology Acceptance Model (TAM), and the Kano model to evaluate service quality and user expectations.

A mixed-method approach was used: a quantitative survey helped measure satisfaction levels and usage patterns, while qualitative interviews offered insight into emotional and relational aspects. The findings show that the chatbot performs well for standard, low-complexity requests such as appointments or meter readings but faces significant limitations when users present more complex, emotional, or urgent issues.

Based on these results, the study recommends a deep audit of user journeys, especially those rated below average, to identify and correct critical pain points. It also suggests the future integration of conversational AI (Natural Language Processing) to enhance relevance and adaptability. Importantly, the chatbot should be repositioned as a support tool not a replacement for human interaction with clear fallback options, such as direct email links, FAQ guidance, or escalation to a human agent when needed.

Ultimately, this thesis underlines that the chatbot is a promising initiative but its long-term value will depend on continuous improvement and a stronger alignment with both technological capacities and public service obligations.