Chatbots are not an option for stressed customers; most prefer hybrid care: automated and human

A study by the Journal of Marketing indicates that chatbots can be a factor in the success or failure of a brand, in other words, a double-g sword.

Kamila Dantas

Dec 2, 21 | 5 min read
chatbots customer experience
Reading time: 5 minutes
Chatbots have a negative effect on a company’s image when customers are angry or stress, according to a recent study in the Journal of Marketing .

Even so, the use of Artificial Intelligence in Marketing sectors is increasing as companies invest more and more in improving their users’ experience.

As a result, the use of chatbots has become a very

common practice, with the aim of list of mayotte consumer email replacing or rucing the ne for humans, especially in everything relat to customer service. It is estimat that by 2024, the chatbot market will exce the figure of USD 1.34 billion , proving to be a growing sector.

But is this enough to generate a positive effect on the use of chatbots strategy? That is what we are going to see in this article.

Keep reading!

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 day-to-day activities.

This feature quickly caught the attention of the business world, making chatbots the preferr tool of many companies that value agility, cost savings and greater operational efficiency in their customer service team.

And because it is a growing sector, companies ne to carefully plan its use in customer service, taking into account, for example, the emotional context of users.

In order to achieve the expect success with the tool, many companies are attributing human characteristics to chatbots, such as personal names and avatars, with the intention of further humanizing this technology and causing greater adherence by their customers.

When using chatbots provides a good user experience
While there are cases of failures and problems generat by the poor configuration and use of chatbots, this well-implement strategy can generate efficient results and help in the operational success of the teams, being useful in various ways.

This is the case at Georgia State University , which us chatbots to ruce a problem known as “summer melt,” where students are accept to study but do not attend classes.

The chatbot was creat at the institution with

the aim of guiding students through the processes necessary for the first day of class, helping them overcome the obstacles and challenges of this first stage.

So the university deploy a chatbot to answer thousands of student questions, resulting in a 22% ruction in “summer melt” and an increase of 324 students serv on the first day of the new semester compar to the previous year.

Another interesting example is Bank chatbots are not an option for stressed customers; most prefer hybrid care: automated and human America’s chatbot , which analyzes customers’ data about their investments and generates reports that help them make decisions.

However, on the other side of the coin…
But, as we mention at the beginning of this topic, not everything is rosy; if chatbots are us incorrectly, they can cause many problems for your company, as was the case with the “ Luda Lee” bot creat by Facebook .

The chatbot attract attention for its speaking style and attract 750,000 users and conduct 70 million conversations in total on Facebook. However, after a few weeks on the air, it made homophobic and offensive comments about disability and shar cmo email list users’ personal data. The company is being su by around 400 people.