Photo by Diana Parkhouse on Unsplash.
In our recent webinar “AI Talks: Deflection vs self-service in customer service and how AI can help,” we discussed many interesting things.
We talked about our products, AutoPilot and CoPilot and the analytics dashboard for both, MissionControl.
My co-founder Ole Winther discussed the power of NLP to detect natural language and serve up accurate answers, as well as the limitations of chatbots to answer complex questions.
What gets talked about less when the limitations of chatbots are concerned, is in a UI sense. In the video above I discuss this, but I have more to say on the subject!
A small chat box is a limited area to display information. What’s more, customers have to go through a decision tree based conversation, so may have to scroll up and down a long way to find various answers.
And if those poorly presented answers don’t help them resolve the issue, then that’s just bad customer service. And we know from American Express research that: “one-third of consumers say they would consider switching companies after just one instance of bad customer service.”
But this method is not only a sub-optimal way to show your customers information, it’s also ignoring that you already have a knowledge base.
Any FAQs or help content on your website — painstakingly crafted to help your customers understand your products or services better — are ignored in the favor of newly programmed answers designed to fit into a small chatbot box.
This process requires manual programming of the chatbot, meaning you’re probably going to need to hire a new member of staff. When you already have this information within your company or on your website, this is extremely inefficient!
For the majority of inquiries, it should be possible to show your answer in the box as well as supplementary information right next to it.
In the example below for coop.dk, users using our AutoPilot product on their site can get an answer about their return policy. Meanwhile, in the window to the left, they’re sent to the right place to log in and start a return form, using our overlay function. You can also click to be taken to that page on the main window.
When you save your customers time like this, and present the information you have quickly and easily, they will remember and appreciate it. In fact, a report from Forrester found that 66% of adults feel that valuing their time is the most important thing a company can do to provide them with good online customer experience.
With our overlay function, we augment the customer experience using simple design features that don’t feel intrusive or irritating to the user.
When it comes to customer care, it is important for organizations to always think about new innovations to present information clearly and send people to the right place.