Servesmart: a smart decision-based customer service response system for experiential learning

Customer service education often faces challenges in bridging the gap between theoretical knowledge and practical application, particularly during role-play and simulation-based learning. Students frequently struggle to apply appropriate customer handling strategies in real-time situations involving diverse customer behaviours such as anger, confusion, and impatience. To address this issue, ServeSmart was developed as an adaptive decision-based learning system that supports experiential learning in customer service management education. Grounded in the SERVQUAL model, ServeSmart integrates service quality dimensions—tangibles, reliability, responsiveness, assurance, and empathy—into a structured digital learning environment. The system operates through adaptive branching logic, where users select the type of customer they are dealing with and are subsequently guided to scenario-based response strategies. This enables students to apply theoretical concepts in a practical and interactive manner during role-play activities. The innovation enhances student engagement, improves decision-making skills, and strengthens understanding of customer service principles. It also promotes consistency in service responses while supporting lecturers in delivering more effective experiential learning activities. ServeSmart is a low-cost, scalable solution with strong potential for adoption in higher education institutions and training environments. Overall, it bridges the gap between theory and practice by transforming traditional learning into an interactive, scenario-driven experience.