Customers Secretly Want to Identify a Human Being Among a Thousand Chatbots
Automation of business processes is no longer just an evolving trend in digital marketing. Today it is an integral part of a brand communication.
Chatbot is a respectable example of such automation approach. Basically, it is a software used to simulate text-based business-to-consumer conversation.
First chatbot Eliza was created in 1964 at the MIT Artificial Intelligence Laboratory by Joseph Weizenbaum. Today big brands like Starbucks, Pizza Hut, Bank of America and smaller ones are all making the most out of chatbots and their ability to market their brands, push products to their customers etc.
AdWeek advertising portal has recently provided infographics, which shows the outcomes of the research held by Aspect Software company. They conducted a survey of support services employees and consumers, in which they expressed their attitude to the revolution of chatbots. The main conclusion is that "simple and repetitive questions can be easily solved by" digital employees ", but consumers still prefer to talk to a living person when there is a difficulty in serving customers."
The survey also shows that 71% of consumers want to be able to solve issues independently. 65% are satisfied when they can solve a problem without talking to a living person. 61% of users believe that chatbots allow them to solve problems faster and more efficient.
Looks like human component can not be completely replaced by artificial intelligence. And some brands know it and integrate both approaches in their strategy.
An example of specific usage of such chatbot technology is a case of "The Infatuation" - web-site with restaurant recommendations, which now covers more than a dozen cities around the world, — and their "Text Rex" service.
Brand decided to deliver dining ideas with a human touch to customers, cultivating a deeper human connection. Basically, they opposed the trend with a human-powered "bot".
All one has to do is send a message to Text Rex and he will text back and solve all of restaurant finding problems. "The Infatuation" claims t’s free, and it’s #notabot.
People are excited and happy they could connect with someone. It’s a bridge between automation and a human audience. There is no other way to give people value in a fun, trustworthy way when relying on a purely AI solution.
When considering if all brand categories need customized messenger communication, there is a rational point of view.
Chatbot is a "Must use" tool to anyone who is able to unify useful information for customers and provide it automatically (on request), saving the client from looking for something by himself: balance of bonuses, actual promotions, search for the nearest sales point etc.
In general, it is quite difficult to find a business which might not be in the need of a chatbot. The consumer wants to get answers very quickly. Every business should think if it can somehow facilitate the client's process of obtaining information. In such case chatbot may become a solution.