The arrival of bots in customer service creates real opportunities for brands, but you should know how to use them intelligently.
Where the human touch does not provide a specific added value, meaning in executing repetitive tasks, providing basic information in real time, delivering appointment management etc. is where the growth of bots is unstoppable.
Due to the evolution of artificial intelligence technology, they are also having a bigger role in executing complex missions, albeit with uneven results so far. The adoption of bots in customer service should be cautious and comply with some basic but necessary guidelines:
- Integration of interactions with bots in carefully designed customer´s journey;
- Ensure continuous monitoring and improvement as mistakes and shortcomings are a real possibility;
- Do not cheat. Show clearly that your service is “bot attended”;
- Complement bots with humans. Integration and escalation are key.
Also, when talking about bots, there is a tendency in the media to mix the capabilities and demos of service providers (Kik, Slack, Facebook Messenger, Twitter, Operator, Magic, etc.) with the real stories and applications on companies that use this service to deal with their customers.
Here are 5 successful examples of bots performing customer service functions:
Taco Bell. The tex-mex fast food chain has entrusted its bot to Slack technology. The Tacobot helps in the preparation of orders, in orders, collections and in any other problem in the purchase process, in real time.
Sephora, a multinational chain specialized in the sale of cosmetics and perfumery, it has chosen Kik as a platform to experiment with its customer service bot for its customer base in the United States (mainly teenagers). The Sephora Bot advises on beauty products, links directly with the store, and carries out the purchase process.
Telepizza. A fast food chain, it has decided to use a bot in its livechat channel on the web (developed by the company iAdvize). The goal is to make the purchase process more agile, solve issues in the preparation of orders, offering an experience as similar as possible to the physical store.
KLM. The Dutch airline company is an example and a pioneer in customer service. Currently it is offering bot-operated customer care services on Facebook Messenger, Twitter and WeChat. To serve its passengers, KLM offers a chat that allows them to receive confirmation of their reservations, obtain their boarding pass or be informed of the status of their flight 24/7. In addition to all this, the airline offers a Facebook Messenger service, based on emojis, where it offers basic services to its travelers wherever they are (from finding a cashier to get info on specific restaurants).
H&M Like Sephora, the Swedish clothing brand has decided to bet on Kik to power a chat channel managed by a bot. It aims to personalize the shopping experience and it offers a personal stylist service that advises on the purchase.
If you know more stories on brands successfully entering the world of bot-powered customer service, share it with us.