Chatbots, an Option that Does not Work With Stressed Customers; Most Prefer Hybrid Care: Automated and Human
A study in the Journal of Marketing indicates that the chatbot can be a factor in the success or failure of a brand, that is, a double-edged sword.
Chatbots hurt the image of companies when customers are angry or stressed, according to a recent study in the Journal of Marketing.
Even so, the use of Artificial Intelligence in the Marketing sector is increasing as companies invest more and more in improving the experience of their users.
As a result, the use of chatbots has become a very common practice, intending to replace or reduce the need for people, especially in everything related to customer service. It is estimated that by 2024, the chatbot market will exceed USD 1.34 billion, proving to be a growing sector.
But is this enough to generate a positive effect on the use of the chatbot strategy? That is what we are going to see in this article.
What is a chatbot?
A chatbot is a software that manages the exchange of messages with customers, simulating a human conversation and enabling the automation of repetitive and bureaucratic activities of the day today.
This feature quickly caught the attention of the business world, making chatbots a favorite tool for many companies who value agility, cost savings, and increased operational efficiency in their customer service team.
And because it is a growing sector, companies need to carefully plan their use in customer service, taking into account, for example, the emotional context of users.
To achieve the expected success with the tool, many companies are attributing human characteristics to chatbots, such as personal names and avatars, intending to further humanize this technology and cause greater adherence from their customers.
When the use of chatbots provides a good user experience
Although there are cases of failures and problems generated by the bad configuration and use of chatbots, this well-implemented strategy can generate efficient results and help in the operational success of the teams, being useful in several ways.
This is the case at Georgia State University, which used chatbots to reduce a problem known as “summer meltdown” where students are accepted to study but do not attend classes.
The chatbot was created at the institution to guide students through the necessary processes for the first day of class, helping them overcome the obstacles and challenges of this first stage.
So the university made a chatbot available to answer thousands of student questions and the result was a 22% reduction in “summer melt” and an increase of 324 students served on the first day of the new semester compared to the past year.
Another interesting example is the Bank of America chatbot, which analyzes customer data about their investments and generates reports that help them make decisions.
However, on the other side of the coin …
But, as we mentioned at the beginning of this topic, not everything is rosy; If chatbots are used incorrectly, they can generate many problems for your company, as was the case with the “ Luda Lee” bot created by Facebook.
The chatbot attracted attention for its speaking style, attracting 750,000 users and holding 70 million total conversations on Facebook. However, after a few weeks on the air, he made homophobic and offensive comments about disability and shared the personal data of users. The company is being sued by about 400 people.
How to implement the chatbot effectively in the operation of a company?
So that you do not fall into a trap, as happened with Facebook, we have separated 3 important tips that can help you have a positive result with the use of chatbots in your company.
#1.Define the purpose of the bot and map the message flow
The most successful chatbots are those that add a constant value to the user and provide the answer to what they are looking for. That is why it is essential that you clearly define the objective of the bot and correctly map your customer’s purchase journey so that you can guide them effectively towards solving your problems.
#2. In complex cases, the option to interact with humans is essential
According to a survey recently published by Verizon Business with the goal of understanding digital interactions between consumers and brands, 56% of respondents said they were comfortable with fully automated interactions, while 16% expressed discomfort.
Therefore, it is important to have the option to interact with a human, especially in more complex cases. In this way, a situation that is easy to solve will not become a source of stress for the customer or an image problem for the company.
In the same report, 78% of respondents believe that combined interactions between humans and technology represent a better experience than those that are exclusively human.
Figure: Proportion of respondents who say that the human/automated – that is, combined – interactions they have had with businesses in the past 12 months were as or more successful than fully human interactions.
#3.Set your bot’s tone of voice
Each target audience expresses itself in different ways, that is, each business has its own language. Therefore, when building and implementing the chatbot, you must teach it to speak the same language as your buyer persona.
In this way, the chatbot will be able to correctly understand what consumers say and need, avoiding major inconveniences.
And what is the conclusion of all this?
Seeking the humanization of chatbots can be a great way to increase the adherence of this , especially in the customer service sector.
As the Journal Marketing study shows, human-like interfaces can increase customer trust, improve the perception of performance, and make online experiences more enjoyable.
On the other hand, in more complex cases with angry customers, chatbots can pose a threat to your company’s reputation, therefore reducing human contact in stressful situations can alleviate customer dissatisfaction.
It is necessary to find the right balance between the activities that technology must carry out and the human parts in the process.
It is interesting to use the chatbot to filter the recurring needs and doubts of customers to direct them to human attention or not, depending on each situation.
This will allow your internal team to gain more productivity and time to solve more strategic demands and for your company to save on operating costs.
Therefore, chatbots can be a useful tool for your business, but it is important to use them wisely and with planning!