Memahami Customer Experience: Tinjauan Sistematis atas Literatur Peran Artificial Intelligent (AI) Agent dan Omnichannel pada Contact Center
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Abstract
Penelitian ini bertujuan untuk mengkaji peranan Artificial Intelligence (AI) dan strategi omnichannel dalam membentuk Customer Experience (CX) di era digital, melalui pendekatan Systematic Literature Review terhadap 70 artikel penelitian relevan yang diterbitkan antara tahun 2020–2025. Hasil analisis menunjukkan bahwa agen AI seperti chatbot secara signifikan meningkatkan efisiensi layanan dan personalisasi, namun di saat yang sama juga mengurangi persepsi kehangatan serta empati dibandingkan interaksi manusia. Sementara itu, strategi omnichannel yang sukses bergantung pada kualitas integrasi, terutama konsistensi dan transparansi layanan. Integrasi ini terbukti meningkatkan baik pengalaman merasakan fungsi dan emosional pelanggan, serta menciptakan flow psikologis. Efektivitas AI dibatasi oleh ketidakmampuannya menangani kompleksitas emosional, dan pengukuran CX untuk AI kini membutuhkan dimensi baru seperti data capture dan delegation. Selain itu, omnichannel juga harus mampu mengelola faktor psikologis pelanggan saat berpindah saluran dan memenuhi kebutuhan rasa aman (SafeCX). Implikasi penelitian ini menekankan pentingnya adopsi model hibrida AI-manusia serta integrasi omnichannel yang menyeluruh, yang tidak hanya terfokus pada aspek teknis tetapi juga proaktif mengelola perjalanan emosional dan keamanan pelanggan.
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