HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
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Vulgarisation des chatbots et analyse business.

Renier, Kevin ULiège
Promotor(s) : Blavier, André ULiège
Date of defense : 20-Jun-2017 • Permalink :
Title : Vulgarisation des chatbots et analyse business.
Translated title : [en] Chatbots popularization and business analysis
Author : Renier, Kevin ULiège
Date of defense  : 20-Jun-2017
Advisor(s) : Blavier, André ULiège
Committee's member(s) : Pirnay, Fabrice ULiège
Bay, Maud ULiège
Language : French
Discipline(s) : Business & economic sciences > Strategy & innovation
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en management général (Horaire décalé)
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Being or becoming a front runner thanks to a new disruptive technology is a very attractive position. This master thesis focuses on two aspects, namely the ways chatbots can be used to help companies communicate with their customers and the ways (new) businesses can play a role in the chatbot commerce by creating, maintaining or advising on chatbots.
Chatbots are computer programs designed to behave like personal assistants imitating communication between human beings, either by voice or by text. The recent advent in this technology is the result of a combination of favourable contexts such as the rise of artificial intelligence, Big Data, platformization, mobile applications market maturity and instant messaging popularity.
They can be used as communication channels with customers, especially as sales or marketing channels or to provide support in a scalable and cost-effective way. Yet, it offers the final customers a personalized, natural and easy way to communicate or buy. Today in Europe, Messenger is the best platform to deploy a chatbot on.
Elaborated chatbots can either be built by highly skilled people in-house or be created by specialised companies. Simple bots and proofs of concept can be obtained with online tools at low prices. Previous research highlighted the importance of building a chatbot highly compatible with customer expectations. Good business knowledge is therefore required.
Regarding the chatbot field as a potential market for creating companies, a PESTEL analysis highlighted a favourable macro-environment, mainly based on promising economical, social and technological factors. Porter’s five forces analysis complemented the latter by concluding that today’s competitive intensity within the chatbot industry is low. However, many competitors could enter the market and there is also a strong need for technology watch.
To conclude, both of this master thesis focuses are worth being pursued. On the one hand, if you are looking to enhance your business and get a competitive advantage, there is no reason not to start thinking about your own chatbot. On the other hand, if you are seeking to enter the chatbot market, there is no reason not to start. In addition to current opportunities, WhatsApp entering the chatbot world and Alexa supporting French language will generate new promising opportunities.



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  • Renier, Kevin ULiège Université de Liège > Master sc. gestion, à fin. (H.D.)


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