Automated Consulting Services—Perspectives of Customers, Consultants and Companies

The consulting industry, traditionally characterized by personal relationships, faces a rapidly evolving competitive landscape. In the digital world, automated consulting is gaining significance as a means to offer efficient and scalable services. However, research on the implementation of this automation has been limited to date. This study, on one hand, explores consumer acceptance of automated consulting, particularly in relation to the context, product complexity, and influencing factors. On the other hand, it provides guidelines for consulting firms and businesses on which steps of the consulting process are suited for automation. The results indicate that end consumers prefer a combination of human and automated consulting, as they value the personal touch. The initial phase of consulting is most suitable for automation, as the information is not highly personalized at this stage. Trust, user-friendliness, and time investment emerge as key influencing factors. It is important to note that automated consulting is not suitable for all situations. Companies should continuously scrutinize and optimize processes before automating them. The findings of this study are relevant for businesses that are developing or looking to introduce automated consulting services. A checklist has been created to summarize the relevant influencing factors at the consulting, business, and customer levels.