![]() ![]() ![]() The problem to be solved is how to accurately set customer expectations – offering supposedly intelligent service that ultimately disappoints must be superceded either by sufficiently accurate and error-free AI, or human service supported by AI (in the background). This well-established style of virtual agent gives an interesting lesson in the dynamics of automated / intelligent service. ![]() Robert LoCascio, CEO of LivePerson notes that “Customer satisfactions on traditional front-end bots is below 70%, which is really low for customer care and sales.” Though a stock image of a call centre agent implies some personalized service, the language processing involved is less to infer meaning in a request and more to match keywords and phrases with FAQ content.Īs savvy consumers have become more familiar with these solutions, the realization that one is dealing with a glorified search functionality can be underwhelming. These are often no more than a way of searching an FAQs section. Most consumers will be familiar with virtual agents, which have been on the market for a number of years. ![]() Why chatbots are an important opportunity for retailers.What are chatbots and why should marketers care?.It could be integrated into live chat functionality (see bot-assisted agents below). Such technology offers time-saving potential in customer service. This is perhaps the logical progression from current online form best practice, where one field at a time is presented to the customer, before moving on to the next.Ĭhatbots may also lead to websites and apps that shun a deep, nested menu experience, and choose to surface information through ‘interacting’ with the user. From a UX point of view, long forms with multiple fields, which can be a daunting prospect for users, may be made more accessible and less taxing when chunked in a chatbot. ![]()
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