Chatbot simply is not good for indignant prospects; Most desire a combination of machine and human

Chatbots have a negative impact on the company’s image when customers are angry or stressed, so a current Journal of Marketing study.

Still, the use of artificial intelligence in marketing sectors is increasing as companies invest more in improving the user experience.

As a result, the Use of chatbots has become a very common practicewith the aim of replacing or reducing the need for employees, especially in customer service. It is estimated that by 2024 The chatbot market will surpass the $ 1.34 billion mark, is proving to be a growth industry.

Chatbot is software that manages the exchange of messages with customers, simulates a human conversation and makes it possible to automate repetitive and everyday bureaucratic activities.

As a result, this feature has drawn the attention and become a favorite of many companies that value agility, cost savings, and greater operational efficiencies in their customer service team.

And because it is a growing industry, it is necessary that companies use it in Customer service carefully taking into account, for example, the emotional context of the user.

To achieve the expected success with the tool, many companies attribute human characteristics such as personal names and avatars to chatbots to further humanize this technology and achieve greater customer loyalty.

But only these actions will have a positive effect in using the chatbots strategy? We’ll check that out in this article, follow it!

How chatbots create a good user experience

There are cases of Outages and problems caused by improper configuration and use of chatbots In some companies it is noteworthy that this strategy, if properly implemented, can produce efficient results and contribute to the operational success of teams.

This is the case of Georgia State University used the chatbots with the aim of reducing an issue known as “summer dew” where students are allowed to study but not attend classes.

Chatbot was developed at the institution with the aim of helping new students overcome the obstacles and challenges of this first phase in their academic life.

When the university made a chatbot available to answer thousands of student questions, it resulted in a 22% reduction in the summer melt and 324 more students on the first day of the new semester compared to last year.

Another interesting example is that Bank of America chatbot. It analyzes customer data within their company so they can generate reports that will help their customers make better decisions about their investments.

But on the other side of the coin …

But as mentioned at the beginning of this topic, not everything is rosy and chatbots can cause a lot of headaches for your company if used incorrectly. That was the case the bot “Luda ​​Lee” Created by Facebook.

The chatbot drew attention to itself with its speaking style and attracted 750,000 users and a total of 70 million conversations on Facebook.

However, after a few weeks on the air, she made homophobic and abusive comments about disabilities and shared personal user information. Around 400 people are suing the company.

How do you implement chatbots effectively in the operation of a company?

So that you don’t fall into a trap like on Facebook, I have separated 3 important tips that can help you achieve a positive result with the use of chatbots in your company.

Define the purpose of the bot and map the message flow

The most successful chatbots are those that provide consistent value to the user and provide the necessary answer. Therefore, it is important that you clearly define the goal of the bot and correctly map your goal Customer’s shopping trip so that you can guide them effectively in solving their problems.

In complex cases, the ability to interact with people is essential

According to a recently published survey by Verizon Business With the aim of understanding digital interactions between consumers and brands, 56% of respondents feel comfortable with fully automated interactions, while 16% express their discomfort.

This means that being able to interact with a human is important, especially in more complex cases. A situation that is easy to solve will not become a major stress factor for the customer or the image of your company. As before, 78% of those surveyed consider the combined interactions between humans and technology to be a better experience than exclusively human.

Illustration: Proportion of respondents who say the combined human / automated interactions they had with companies in the past 12 months were as satisfactory or even more satisfactory than fully human interactions.

Set the tone of your bot

Each target group expresses itself in different ways, ie each company has its own language. Therefore, when building and implementing the chatbot, it is important that you teach it to speak the same language as yours person.

In essence, the chatbot is trained to properly understand what consumers are saying in order to avoid any major inconvenience.

And what is the bottom line from all of this?

Humanizing chatbots can be a great way to increase compliance with this artificial intelligence, especially in the customer service space.

As the study by the Journal of Marketing shows, human-like interfaces can strengthen customer confidence, increase perceived competence and make online experiences more pleasant.

On the other hand, in more complex cases with disgruntled customers, chatbots can pose a threat to your company’s reputation. Therefore, reducing human contact in stressful situations can alleviate customer dissatisfaction and often lead to a break in the partnership.

Hence, it is necessary to strike the right balance between the activities that should be carried out by technology and those that should bring the human aspect into the process.

It is interesting to use the chatbot to filter the customers’ recurring needs and doubts in order to direct that user to human help or not depending on the situation.

This enables your internal team to gain more productivity and time to solve more strategic requirements. This helps your company to save operating costs.

Recall, Chatbots can be a handy tool for your business, but it is important to use them wisely and with planning!