How Digital Guidance Can Turn Customer Frustration Into Success
Customers’ expectations for self-services are accelerating. Advancements in technology, the demand for 24/7 customer support, and COVID-19 are increasingly driving this change in the digital world.
Enter chatbots. Like live chat, customers enter the questions they have in the chatbot and intricate algorithms try their very best to present a relevant answer. Businesses often see them as a competitive advantage in business and a way to lower operational costs. So, what’s the issue?
The chatbot experience can be misleading for your customers, they are often overused, and their limited scope risks leaving your customers frustrated with canned responses.
“Consumers are struggling to complete basic tasks with companies online. As digital interactions continue to become our new norm, customers are experiencing an increase in automation. However, that doesn’t always lead to an increase in customer satisfaction,” said Tara Sporrer, goMoxie’s SVP of Marketing.
She recently shared how you can improve your customers’ online experience in a CustomerThink article titled, “Your Chatbot is Frustrating Your Customers: Improve the Experience with Guidance.”
Here are her three tips to improve your customers’ online experience with guidance:
1. Customer frustration with chatbots is peaking.
While chatbots may be a great method to improve agent efficiency, they can also create a negative customer experience. According to our recent survey, only 22% of respondents have a positive impression of chatbots, while the overwhelming majority are dissatisfied with the service they offer.
To avoid frustration and increase conversions, you need to connect with your customers. If you are solely relying on chatbots, you’re missing out on better ways to meet their expectations and build trust.
Contextual guidance works in coordination and cooperation with chatbots. You can leverage self-guided tools to resolve basic issues while maintaining some form of live interaction for escalations, putting you in the best position to build brand loyalty in the long run.
2. Your customers don’t trust chatbots.
Despite how often most companies rely on chatbots to handle customer issues, 60 percent of survey respondents say they don’t trust chatbots to communicate their issues effectively. This data suggests that you may be over-relying on a service that leaves customers feeling hesitant, which can lead to a decrease in satisfaction and loyalty.
To increase customer satisfaction, focus on the channels your customers prefer. Email and live chat continue to be the most preferred digital channels. Optimize these interaction channels by being proactive when you detect customer struggle and offering live chat or email assistance based on urgency and need. Before you invest in technology to support your customers, make sure they will use it.
3. Customers want to talk to a real person for certain issues.
When customers experience struggle online, 57% of them want to be able to talk to a real person. With chatbots alone, you’re simply waiting for customers to struggle and ask a question.
You can avoid this struggle by anticipating it. You can learn why your online customers are on your site and what they need by their behavior. If you guide consumers with useful information before they have to ask for it or even realize they have a question, it’s a win for your customer and your business.
As more business is conducted online, consider your customers’ expectations and preferences to create a well-rounded customer service strategy that empowers you to better serve and engage with them and build a long-lasting loyalty.