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ASSIGNMENT FINAL REPORT
Qualification Pearson BTEC Level 5 Higher National Diploma in Computing Unit number and title Unit 06: Planning a computing project Submission date Date Received 1st submission 16/12/ Re-submission Date Date Received 2nd submission Student Name Hoang Gia Binh^ Student ID BD Class SE0727 Assessor name Vo Duc Hoang
Plagiarism
Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students who break the rules, however innocently, may be penalised. It is your responsibility to ensure that you understand correct referencing practices. As a university level student, you are expected to use appropriate references throughout and keep carefully detailed notes of all your sources of materials for material you have used in your work, including any material downloaded from the Internet. Please consult the relevant unit lecturer or your course tutor if you need any further advice.
Student Declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I declare that the work submitted for assessment has been carried out without assistance other than that which is acceptable according to the rules of the specification. I certify I have clearly referenced any sources and any artificial intelligence (AI) tools used in the work. I understand that making a false declaration is a form of malpractice.
Student’s signature Grading grid P1 P2 P3 P4 P5 P6 P7 P8 M1 M2 M3 M4 D1 D
PROJECT CHARTER
1. General Project Information Project Name: E-commerce: Chatbot Applications Using AI to Improve Customer Experience Impact of project: We are trying to enhance customer experience using AI. Student: Marketing Major Client: Customers who want to learn about the product 2. Project Team Name Department Telephone E-mail Project Manager: HOANG GIA BINH 0559091482 Binhchem052@gma il.com Team Members: NGUYEN LE HOANG 0961513600 nguyenlehoang @gmail .com LE THI HOANG VY 0792123176 hoangvy24112005@ gmail.com 3. Stakeholders (e.g., those with a significant interest in or who will be significantly affected by this project) Lecturer: VO DUC HOANG Classmate: NGUYEN LE HOANG, LE THI HOANG VY Cooperation unit: thegioididong.com Retail Joint Stock Company 4. Project Scope Statement Project Purpose Create a personalized and convenient online shopping experience for each customer. This includes using AI to better understand customer behavior, preferences, and needs, thereby providing relevant product recommendations, assisting customers during the purchase process, and solving problems they encounter Objectives
- Save time for employees and customers
- Improve accuracy
- Increase customer satisfaction
- Quickly analyze customer behavior
- Automate and personalize customer-business interactions Deliverables 1.Project Charter 2.WBS 3.User manual Scope This project will impact customers who need to learn about products, fashion businesses … Project Milestones 1.Project initiation: 9/9/2024 – 15/9/ 2.Project planning: 15/9/2024 – 30/9/ 3.Project Researching: 30/9/2024 – 30/10/ 4.Analysis: 30/10/2024 – 30/11/ 5.Conclusion: 30/11/2024 – 30/1/
CHAPTER IV. PRESENT YOUR PROJECT RECOMMENDATIONS AND JUSTIFICATIONS OF
INTRODUCTION
Today, artificial intelligence (AI) is increasingly asserting its position and playing an important role in improving customer experience (CX). Thanks to its powerful data analysis and user behavior prediction capabilities, AI has brought many improvements to businesses. In e-commerce, AI is a breakthrough, helping to reshape the entire journey of buyers and sellers on online platforms.
CHAPTER I .CONDUCT SMALL-SCALE RESEARCH, INFORMATION
GATHERING AND DATA COLLECTION TO GENERATE KNOWLEDGE ON
AN IDENTIFIED SUBJECT (LO1).
1. DEMONSTRATE QUALITATIVE AND QUANTITATIVE RESEARCH
METHODS TO GENERATE RELEVANT PRIMARY DATA FOR AN
INDENTIFIED THEME (P1).
1.1 Primary Research:
Primary research is a research method that relies on direct data collection, rather than relying on data that’s already been collected by someone else. In other words, primary research is any type of research that you undertake yourself, firsthand, while using data that has already been collected is called secondary research. Primary research is often used in qualitative research, particularly in survey methodology, questionnaires, focus groups, and various types of interviews. While quantitative primary research does exist, it’s not as common. Figure 1: Primary Research
1.2 Quantitative Primary Research:
Quantitative research is a systematic investigation of phenomena by gathering quantifiable data and performing statistical, mathematical, or computational techniques. Quantitative research collects statistically significant information from existing and potential customers. It uses sampling methods and sending out online surveys, online polls, and questionnaires, for example.
Full Name Role Interviews Purpose Date time Method Hoang Thi Khanh Linh Director of Tai Ven beer, wine and beverage company Use AI to improve customer experience. Help customers consult and place orders with the company 01/10 Rewrite the report Hoang Bao Chung AI Programmer of FPT Get the views of IT students and how they comment on using AI in e-commerce - improving customer experience 01/10 Rewrite the report Chan Tan Khanh Student of FPT Btec College, majoring in Marketing Get the views of IT students and how they comment on using AI in e-commerce - improving customer experience 01/10 Rewrite the report Step 2 : Design interview questions. o Are there any specific websites or applications that the company 'Tai Ven' is using to leverage AI and improve customer experience? o Start with a basic question, why do you think AI technology is important for the e-commerce industry? o Do you use AI in chatbots? Do you think AI can replace humans. Step 3 : Conduct interview. Interview 1 : Mrs.Hoang Thi Khanh Linh (Director of Tai Ven beer, wine and beverage company) o Interview : Hello, today we are very pleased to talk with Ms. Hoang Thi Khanh Linh, Director of Tai Ven Beer, Alcohol and Beverage Company. We will discuss how AI technology can help improve the company's performance. Thank you for participating. o Ms. Hoang Thi Khanh Linh : Hello, I am very pleased to participate in this interview. o Interview : Does your company's website or application currently use AI technology? and for what purpose? o Ms. Hoang Thi Khanh Linh : Yes. Currently, our company's website and application both combine and use AI. It helps personalize each customer experience, optimize operating processes and improve business efficiency through data analysis. o Interview : So what does the company want in the future, is AI technology better or needs to be further optimized? o Ms. Hoang Thi Khanh Linh : We want AI technology in the future to be Personalized Recommendations, Chatbots and Virtual Assistants, Predictive Analytics. Interview 2 : Hoang Bao Chung (AI Programmer of FPT)
o Interview : Hello, today we are very happy to chat with Hoang Bao Chung, AI Programmer of FPT. We will discuss how AI technology can help improve the performance of the e- commerce industry. Thank you for joining. o Interview : Let's start with a basic question, why do you think AI technology is important for the e-commerce industry? o Hoang Bao Chung: AI technology is important for the e-commerce industry because it helps businesses analyze customer data to understand consumer needs and behaviors, thereby developing effective marketing strategies o Interview: Have you worked on or known of any specific projects or applications to use AI and improve customer experience in the e-commerce industry? o Hoang Bao Chung: Yes. I participated in developing the SkinCam feature that connects users with AI technology. o Interview : How do the AI features in the application connect and help customers in shopping? o Hoang Bao Chung: Shopee's SkinCam feature is a tool that uses augmented reality (AR) technology and artificial intelligence (AI) to help users test beauty products, such as cosmetics or skin care products, in an intuitive way. It has features such as: Image recognition Product suggestions Virtual experience o Interview : In the future, how do you want this application or AI to develop to improve the user experience when shopping? o Hoang Bao Chung: Currently, our team is developing more voice AI and a smarter virtual assistant. Our team wants the virtual assistant to be like a cosmetic specialist who can advise customers on buying products that are suitable for them. As for voice AI, it can be said to directly consult with customers so that customers can have more free time. Interview 3 : Chau Tan Khanh (FPT College Student) o Interview: Hello, today we are very happy to talk to Chau Tan Khanh (FPT College Student). We will discuss how AI technology can help improve the performance of the e- commerce industry. Thank you for joining. o Interview : Let's start with a basic question, why do you think AI technology is important for the e-commerce industry o Chan Tan Khanh: Artificial intelligence (AI) in e-commerce brings many benefits, including improving user experience, helping businesses better understand customer habits and moods, thereby supporting them in the shopping process. o Interview: Are there any specific projects or applications that you have worked on or know of that use AI to improve customer experience in the e-commerce industry? o Chan Tan Khanh: During my studies and work, I have researched and participated in a number of projects and applications using AI to improve customer experience in the e- commerce industry. That is ChatBot. It helps to advise and support customers 24/ o Interview: Do you see any new opportunities in the near future to use AI to further improve customer experience? o Chan Tan Khanh : That is, AI can advise customers in the most optimal way about products so that customers save time when shopping.
Figure 3 : Qualitative research Methods used in qualitative research : Observations: recording what you have seen, heard, or encountered in detailed field notes. Interviews: personally asking people questions in one-on-one conversations. Focus groups: asking questions and generating discussion among a group of people. Surveys: distributing questionnaires with open-ended questions. Secondary research: collecting existing data in the form of texts, images, audio or video recordings, etc Advantages of qualitative research: Flexibility : The data collection and analysis process can be adapted as new ideas or patterns emerge. They are not rigidly decided beforehand. Natural settings : Data collection occurs in real-world contexts or in naturalistic ways. Meaningful insights : Detailed descriptions of people’s experiences, feelings and perceptions can be used in designing, testing or improving systems or products. Generation of new ideas : Open-ended responses mean that researchers can uncover novel problems or opportunities that they wouldn’t have thought of otherwise Disadvantages of qualitative research Unreliability : The real-world setting often makes qualitative research unreliable because of uncontrolled factors that affect the data. Subjectivity : Due to the researcher’s primary role in analyzing and interpreting data, qualitative research cannot be replicated. The researcher decides what is important and what is irrelevant in data analysis, so interpretations of the same data can vary greatly. Limited generalizability : Small samples are often used to gather detailed data about specific contexts. Despite rigorous analysis procedures, it is difficult to draw generalizable conclusions because the data may be biased and unrepresentative of the wider population.
Labor-intensive : Although software can be used to manage and record large amounts of text, data analysis often has to be checked or performed manually. Qualitative research in the project: Figure 4 : Survey on Al applications in e-commerce industry Purpose of the first question : The purpose of the question is to find out the trust for AI product recommendation according to customer request Figure 5 : First question User Experience Using AI to Personalize the Shopping Experience? Figure 6 : Question 2
The inconvenience of using AI Figure 10: Question 6 My survey was collected from 10 people and below are the results I got through the survey above. Purpose of the first question: The purpose of the question is to find out the trust for AI product recommendation according to customer request o Very Trustworthy : 60% o Trustworthy : 10% o Moderately Trustworthy : 10% o Untrustworthy : 20% Figure 11 : Answer 1
User Experience Using AI to Personalize the Shopping Experience? o Yes : 40% o No : 60% Figure 12 : Answer 2 User Experience Used AI chatbots for customer support o Yes, significant improvement : 30% o Yes, but only minor improvement : 30% o No improvement : 20% o Not used : 20% Figure 13 : Answer 3
