Today, we tackle the value proposition that chat bots are more valuable to companies than customers. I reject this. The ROI simply is not there, especially since better customer experience is not there. I have experienced both fully automated bots and “augmented” service agents interactions using the chat channel, and neither delivers on the promises of chat bots as the game-changing resource we all need.
For our blog we use a photography subscription service. They push chat support heavily. When I used it, it was slow. The person either did not know English well enough or was multi-tasking several chats, but it felt like he was not present. On occasion, it felt like he was not answering the question I was asking, but rather providing a generic response. The base for effective communication is connection. When I felt unheard by the “support,” my frustration almost led me to drop the service (there are plenty of options for photography sources). Suddenly the chat offering threatens to cause the loss of a customer… and the organization PAID for it, for its integration, monthly support fees etc. I do not like that. It makes no sense.
AI presentation photo by Liliana Petrova, CCXP
Let’s talk about the fully automated chat bots. Allegedly, this is where companies see the real efficiencies. Again, no real value for customers unless the automated chat function allows them to fully self-serve. The problem is, the fully automated chat bot today is stupid. It can perform only very distinct functions.
The customer faced with a chat immediately tenses up with anxiety. He/she knows that the chances are pretty high he/she will have to channel switch pretty soon. How many bot interactions have you had that allowed you to solve your problem without switching to a human? Chat bot is supposed to deliver customer-centric experience. It is supposed to be customer directed, but the customer feels anxious that the minute the bot gets “stupid,” the customer loses control of the experience. Suddenly, the power is with the bot.
What is the future for chat bots? Disturbing is a word that comes to mind. Soul Machines is the company to check for the preview. They have developed a digital human that has a BRAIN built on a virtual nervous system. Now that is equally exciting and terrifying. It reminds me of the AI empowered female voice that sounds like a human one (the digital human is also female…just saying). It will take some time before the digital human agent becomes the norm, but one thing is for sure, the next version of “stupid bot” will have empathy.
According to Forrester, 60% of us prefer not to use a chat bot at all. I bet you if you ask why, you will also hear that the bots just stupid. So how can chat bots become smarter? We are back to the data conversation. Chat bots are as smart as the power and scope of the underlying data they can pull/learn from. In the case of the JetBlue customer experience team, without an integration to our reservation system, the chat bot cannot change or re-book a passenger’s ticket. Until then. customers will keep reading “please speak to an agent.” That is hardly a way to feel the love.
*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.