Speaker
Description
Okorie, E. F.
Ebonyi State University, Abakaliki
okorieef@gmail.com
Track: Research, Innovation and Knowledge Ecosystems
Background: Artificial Intelligence (AI) is transforming Customer Service Delivery (CSD) in the telecommunications sector by automating responses to complaints, inquiries and churn. MTN Nigeria has deployed AI tools to improve service efficiency, but empirical evidence on their effectiveness, particularly at the state level is limited.
Aim: This study evaluated the effectiveness of AI tools on CSD in MTN Nigeria, focusing on the Ebonyi State Business Station in Abakaliki Business District.
Methodology: A survey research design was used. Twenty (20) staff and 385 customers were sampled. Cochrans formula for infinite population determined the sample size. Data were analyzed using descriptive statistics including frequency tables, percentages, mean scores, and charts. A t-test was employed to test the hypothesis on the relationship between AI tools and CSD effectiveness.
Results: AI tools were most effective in handling routine inquiries, with 35.8% of respondents citing data service requests and 22.9% citing airtime enquiries as commonly resolved. 62.9% rated the AI system positively for understanding requests, and 67.0% for providing accurate solutions. 41.0% reported faster resolution times. However, 39.8% experienced slower or unresolved issues, particularly with complaints. Awareness and usage of AI services were high, with 68% of respondents familiar with the system.
Conclusion: AI has significantly improved routine customer service delivery in MTN Nigeria but remains limited in resolving complex issues. The study recommends strengthening AI capacity for complex queries, increasing customer education on AI services, and integrating AI adoption with better network quality, pricing, and reliability to maintain competitive advantage.