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.
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Notes
- 1.
JD.com celebrates its anniversary by launching a series of promotional campaigns in June of each year; on 18 June, JD.com marks the anniversary of when the company was founded by giving out the biggest discounts of the year.
- 2.
On November 11 each year, e-commerce merchants initiate a nationwide shopping spree in China.
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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.
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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.
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© 2019 Shanghai Jiao Tong University Press and Springer Nature Singapore Pte Ltd.
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Zhu, X. (2019). Case II (Part A): JIMI’s Growth Path: Artificial Intelligence Has Redefined the Customer Service of JD.Com. In: Emerging Champions in the Digital Economy . Management for Professionals. Springer, Singapore. https://doi.org/10.1007/978-981-13-2628-8_3
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DOI: https://doi.org/10.1007/978-981-13-2628-8_3
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