AI-Powered UI Personalization for Customer Self-Service in Hybrid Cloud Environments

Abstract

User interface personalization and user experience enrichment have been explored separately in different contexts and domains, but in customer self-service interactions deployment in hybrid cloud environments there is no evidence of such merging for enhancing customer experience. Therefore, the main contribution of this article is the evidence-based design and development of an AI-powered user-interface-personalization component predominantly for customer self-service interactions in hybrid cloud environments. A process-oriented ontology of user-interface personalization is defined and the specific formulation of a user-interface-personalization function expresses how and why AI services and systems relevant for customer self-service interactions are personalized.

Actionable items for business process management and development, customer experience management, and marketing communication are derived from the interplay of personalization functions as a two-way customer-interface-network relationship that support user-interface personalization towards specific business objectivesevolving across three stageshealth optimisation, process enabler, and process enhancer. These stages define four user-interface-personalization taxonomies with customer self-service context—chatbots, virtual assistants, machine-learning customer serviceanswers components—and the related four generated business-objective classifications concentration, engagement, knowledge-generation, and innovation-enhancement enrichmentextendable to hybrid-cloud-contextualised user experience design and interaction design for any specific user-interface personalization function.