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BizReport : Trends & Ideas archives : August 02, 2016

Chat Bots: Intelligence and effectiveness outweigh personality

Could Chat Bots be the answer to today's consumers' need for speed? New research from myclever agency looks at current consumer attitudes towards this increasingly popular AI application.

by Helen Leggatt

In a world where we have come to expect services to be approachable 24/7 via any number of channels including social media, email and messaging services, consumer demand for fast and reliable information is growing, as is their frustration.

When myclever agency asked their research panel what frustrations they had experienced with online services in the past month, 46% cited a lack of adequate information (such as address and opening hours), while 40% were frustrated by not being able to get an immediate answer to a simple question. More than a quarter (27%) were frustrated that they could not get their questions answered out of hours.

Could Chat Bots hold the key to improving satisfaction and reputation? Quite possibly. In fact, when myclever enlightened their research panel about Chat Bots, it was just such frustrations as noted above that they felt such technology could resolve.

"Consumers regard Chat Bots as the key-holders to speed, unlocking immediacy and convenience in online services," says myclever's whitepaper. "This mirrors where current frustrations with online services are most acute - where poor application hampers the speedy resolution of a task or issue. These factors highlight where developers need to concentrate their efforts, ensuring Chat Bots bring about positive change."

When asked in what situations they might use a Chat Bot, almost half (46%) said to get emergency information followed by "forwarding to an appropriate human" (40%), buying basic items (food, clothing) (33%), and complaint resolution (26%).

myclever.jpgInterestingly, consumers are not too fussed about whether a Chat Bot is "witty and personable"; most important is how smart and effective it proves to be. It is, perhaps, on these two expectations that the future of Chat Bots lies.

Tags: chat bots, technology, trends

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