Looking at the amount of publications and events on this topic, 2017 should have been the year when chatbots make their big breakthrough. Even though chatbots are not a new invention in themselves - last year, they experienced something like their big - almost to say: second - spring. But many pilot projects have failed as well.
Chatbots are programs that are capable of meaningfully responding to human utterances through text recognition. This allows chatbots, for example, to simulate real conversations with customers in customer service - as if the customer were in dialogue with a human conversation partner. Chatbots are also able to perform simple tasks, provide information, initiate processes, and respond to commands. There are now some success stories around these virtual personalities. However, these are usually not immediate customer service applications.
Fast answers, 24/7
But what makes automated communication in customer service really successful? The essential requirements that customers place on good customer service can be summed up relatively easily: a quick response to the request, around the clock if possible, friendliness and finally the certainty of a confidential handling of the personal data.
When it comes to providing quick answers, being available day and night, and never being in a bad mood, chatbots seem to be offering the ultimate solution for customer-friendly service. Communication with chatbots is basically what consumers want. Especially if they help them faster and shorten their waiting time.
Surveys also show that if a customer-perspective chatbot performs the same as a service person, as many as 55 percent of customers pull the bot out to people. Despite all these promising conditions - in practice, customer service pilot projects with chatbots still often lead to failures. The following rules describe the five key points that need to be considered in order for Chatbot engagement in your customer service to be as successful as hoped.
Chat
1. Use a suitable channel
Consider Chatbot as an active customer service employee. This means that you should be able to use the bot - as well as your other employees - for different contact channels. It does not lead to the goal to consider the chatbot only as another, more or less separate contact channel. This would only mean that all knowledge, intelligence and experience were limited to just this one channel.
Sure, chatbots have their boom thanks in particular to the fact that Facebook has opened its messenger platform for the development of bots. However, this does not mean that bots are exclusively in chat channels at home. A chatbot can also be active in a separate app. Basically, a suitable channel must increase the comfort for the mobile user, for example, through buttons with predefined answers and pictures. It is important to avoid too much complexity due to open questions and typos. In addition, it is worth considering even voice-operated platforms, similar to Siri or Alexa.
2. Ensure a smooth cooperation
As little as you should limit a chatbot to a channel - you should not limit a channel to the mere support of a chatbot. Because chatbots are still far from being able to really understand, answer or execute all requests. Seamless collaboration and smooth transition between the chatbot and the human service employee are still essential.
Also make sure that the customer knows at all times whether he is dealing with a bot or a human employee. If the conversation threatens to hang or the customer is clearly dissatisfied, a human service representative must be available. Customers also consider this option of switching from a bot to a real employee very valuable.
Conversely, an employee can also have a process edited by a chatbot, for example to request data or make changes. This provides a quick solution for the customer and allows your employees to devote to tasks that are less standardized and therefore require people with their special skills.
