The evolution of CRM
In recent years, with the multiplication of digital channels and technological tools, the methods of interaction and communication have evolved, including those of customer care with live chats for customer assistance. The new challenge is: Chatbot or operator?
Live Chat for Customer Support
In a virtual society where the World Wide Web gives us the ability to communicate and interact in real time, users/customers want quick answers. Instantly. For this reason, companies have not only equipped themselves with well-organized websites and social profiles but also with innovative integrated customer care services such as Live Chat. But who is really behind it?
Robotized or humanized?
The solutions to offer this type of customer support are divided into robotic (via Chatbot and live chat with individuals.
A Chabot is an interactive artificial intelligence program (governed by precise patterns and commands) that allows you to automate communication activities without human intervention. Something as purely personal as one-to-one interaction goes beyond the human’s boundaries (and limits).
On the other hand, an operator is a professional specializing in customer support and sales who personally assists users in real time. A natural person with all his experiential and emotional baggage, which has always been one of the key resources for customer satisfaction and loyalty.
What are the benefits of CChatbotin live chat for customer support?
Constant efficiency, reduction of waiting times, and reduction of personnel costs. A chat that is always active 24/7, which recognizes user questions and is equipped with all the information necessary to respond adequately and precisely.
What are the benefits of Operator Chat in live chat for customer support?
Empathy, foresight, and adaptation. A customer relationships management expert who is able to understand the human emotion, insecurities, and misunderstandings of those on the other side. In short, a typically “human” communicative ability.
Bot or operator? BOTH
It is not a question of completely replacing individuals in their work nor of excluding bot technology a priori. The solution in solution, ideally, would be to assign to each of the two categories what they can manage best to make them both more efficient.
In a digital landscape in which the main discriminating factor for those looking for content, products, or services is time, chatbots are more efficient for carrying out repetitive, easily automated actions. But not only. Track data, trace the nature of technical problems, and share specific information such as the location of order statuses and any kind of specific and direct action.
On the other hand, operators as people, albeit limited to working hours and with lower speed, are more efficient in understanding the mood of the user/customer and grasping nuances of the language that instead escape any bot. A skilled operator will have out-of-the-box interaction, moderation, and resolution skills that no bot can (yet) have.
A solution for online assistance that many eCommerce are considering but that we could define in a very early test phase. The boundary between the two solutions becomes increasingly blurred. Just look at the recent integration of Facebook Messenger Chatbots, which already has more than 11,000 bots since its launch in April. Not surprisingly, Facebook itself allows users who use chatbot messenger to leave feedback to bot developers (in fact, and not to a bot-in-bot).
In short, completely replaceable? No.
Partially replaceable? Yes.
At least for now.
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