Chatbots are increasingly being adopted as front-end customer communication solutions, aiming to replace costly customer service employees and streamline responses through pre-defined commands.
However, inadequate implementation and operation of chatbots often result in negative customer experiences. This discussion will address two key pitfalls, provide strategies to avoid them, and present an effective example of live chat usage.
Many companies fail to actively and prominently promote their chat functionality. Frequently, live chat options are hidden behind additional FAQ links, or users must navigate through lengthy guidelines only to discover the live chat button at the very end. Companies utilising chatbots and offering live chat features should proactively present this function to ensure its accessibility for clients.
Some companies employ live chats that incorporate existing guidelines and employ a series of questions to narrow down specific inquiries, reducing the need for duplicated responses from chat agents. However, in certain cases, users are subjected to a chain of questions before the live chat suggests a link, guideline, or answer that they had already encountered prior to initiating the live chat. Such repetitive cycles can severely impact the customer experience.
While Rapha maintains a separate page for FAQs and guidelines, the live chat is readily accessible, guiding users through a series of questions. For instance, at Level 1, users are asked if they have placed an order or not. Further levels refine the query based on user responses. If the AI chatbot cannot provide a satisfactory answer, a customer agent promptly steps in to assist. Rapha serves as an excellent example of how chatbots can be effectively operated: 1) proactively facilitating customer use, 2) integrating with existing guidelines and FAQs, and 3) combining AI capabilities with human support.
In conclusion, it is crucial for companies to avoid the pitfalls associated with chatbot implementation and operation to ensure a positive customer experience. By prominently presenting live chat functionality and avoiding repetitive cycles, businesses can leverage chatbots effectively. The Rapha case study exemplifies best practices, demonstrating the successful integration of chatbots into customer service processes.
