CHATBOTS are increasingly becoming the primary method of customer interactions online.
This channel has become the norm for many companies as a way of improving customer service experience while keeping costs low. But while it seems like a rather straightforward solution for many issues, a new global study shows that businesses still fail to deliver positive chatbot experiences.
Consumers surveyed have given their encounters with a chatbot a 6/10 rating or roughly the equivalent of a D grade. When asked, half of them said they feel “frustrated”. But why? Here’s what the study unearthed.
1. Customers prefer chatbots because they provide round-the-clock support. Response times are faster and they are, more or less, autonomous in their search for answers.
2. Three-fourths of those surveyed said their frustration comes from the chatbot’s inability to handle multifaceted issues. It can be difficult to find a solution to a question or problem using a chatbot. Customers also struggle to find alternative solutions. Say, the options offered by the chatbot aren’t responsive to the client’s query, half of those surveyed reported that they are still unable to get in touch with an agent after exhausting all the chatbot’s responses.
3. Negative chatbot interactions ultimately lead them to find “someone else” that can offer an easier or smoother experience. The unique challenges that chatbots present push clients to seek alternative options – even if those options are more expensive. In the end, 30 percent of those surveyed said that they are likely to abandon their purchase in favor of another seller. They are also likely to tell family and friends about their negative experiences with that brand. Other issues also include “trust” as many clients still find interacting with robots rather “creepy”. While chatbots are being programmed to be more “human”, this raises the question of whether chatbots should present themselves as real or if it should be disclosed that they are AI-enabled (artificial intelligence).
With these in mind, should your business still incorporate chatbots even if clients would much rather stick to human interaction?
The quick answer is yes. Given that the best AI chatbots can automate only 60 percent to 80 percent of inquiries, it is still worth the cost. In banking and telecommunication, hundreds if not thousands of questions crop up daily. Knowing everything can still be tricky even for the most experienced customer care agent. Answers that are in manuals are also updated from time to time.
The win-win solution here is to have the best of both worlds (or all the worlds that omnichannel customer care presents). The numerous benefits of chatbots are too huge to ignore. Depending on the business, industry, or specific use, the greatest advantage to be had from having this channel (from a business perspective at least) is significant savings in service costs and the ability to collect valuable information for sales opportunities. From a customer’s point of view, on the other hand, a chatbot gives them “instant” quick answers. However, attention to detail must be exercised so that customers who do find what they need, end up with an experienced customer service representative (who, by now should have all the information given by the customer).
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NEARSOL is a US-based BPO and service company that offers clients custom-design solutions. With major hubs in Manila and Iloilo, it began operations in 2011 and has since gained a strong presence in the Latin American regions, the Caribbean, and the Asia Pacific, winning many awards for quality and service along the way. Most recent of which is its Great Place to Work-Certified™ Recognition, a global accreditation that tells stakeholders what employees think of the company culture.
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