Confusing Chatbot? Your Customer might be left “in a vacuum”, waiting to be rescued!
You know that feeling of not knowing which direction to go when you get lost on a trail? So, at this very moment there could be some of your potential clients in this exact situation. Luckily, they are not in an endangered situation or environment. The only risk, in this case, is for you, if that customer gets upset and decides to ask your competitor for help.
According to the Valor Econômico portal, projections from the Indian survey MarketsandMarkets estimate that the chatbot market should grow by 30% per year until 2024. The numbers show that Artificial Intelligence service increasingly dominates the space of communication with customers.
In terms of functionality, companies are still evolving, though. The first factor that makes the user experience positive is the clarity of the information.
Some very practical examples that occur frequently:
1) Client “Gil” accesses the Chat of a financial brokerage. He has a question about extract, and reads:
“Hello, Gil, good morning! Indicate here how I can help you:
- If you want to talk about investments.
- If you want to talk about digital account.
- If you want to talk about training.
- To hire platforms.
- Enter the option number corresponding to your need.”
Then, Gil types “2”. He’s directed to an attendant, who requests his data. Then he has to wait a moment, and has to inform about his demand. Soon, Gil types his question. The attendant replies: “In that case, I will have to forward you to the ‘Investments’ department”. He will have to wait and go through all the briefing process again. Why? Unclear options on home menu.
In the end, Gil has his problem solved. However, he feels that his time could be more respected. Not a pleasant experience.
2) Client “Chris” sends a message to a medical clinic’s WhatsApp business account:
Hello, this is ABCD Clinic.
- For appointments, enter 1.
- For exams scheduling, enter 2.
- For rescheduling, enter 3.
- For general information, enter 4.
Cris types 4 to find out about medical plans and the average wait time for her needs. It turns out that, after typing “4”, she is faced with a new list of options that do not fit her needs:
For medical services, enter 1.
For medical network, enter 2.
For office hours, enter 3.
For address and parking, enter 4.
At that moment, she realizes that in the first menu, she would need to select another option. However, she does not know for sure which way to go, as the “menu” was limited and unclear.
Important Disclaimer
These occurrences are natural but not desirable. They happen because it is a great challenge to map a complete list of all possibilities for customer interaction. The UX writer , product manager and developer work together on this. However, it is great that companies are increasingly committed to the continuous evolution of their service channels.
Some basic premises for a good UX project (user experience) are:
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Persona in-depth research
Although many companies use generic language for devices, it is always important to take into account the profile of the target audience served by the company. With the language of the persona (ideal client) that you aim to serve, you will be able to communicate clearly and humanize communication. As a result, the customer will have the feeling of being attended by people, not just by a robotic tool.
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Detailed analysis of all Persona needs
As for any marketing action, your Chat service script should consider:
– Persona lifestyle;
– What your main values are;
– Types of problems the persona seeks to solve in your company;
– The persona level of formality or informality in day-to-day routine;
– What kind of treatment she usually appreciates in her environment.
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Tests, lots of tests
Well, after writing a first version of your script for Chat and/or WhatsApp, invite some professionals, collaborators or group of volunteers to carry out tests. At this stage, it will already be possible to detect the first need for corrections.
Next, move on to the testing phase with customers. That is, enabling it in a few days. However, keep an open channel with your developer so you can implement fixes quickly.
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Listen to customers
Keep a channel for customer feedback on your website, physical reception and wherever else is possible. There must be a person on your team in charge of gathering this data, and forwarding it to the UX writer and the Chatbot developer. It is much cheaper to collect this data, given by customers, than to hire surveys.
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Continuous Improvement
Remember that even giant companies improve their communication channels over the years. Therefore, immediate perfection is not covered. Have excellence as a goal to be achieved, with the validation of your customers.
The fact is: you do everything to capture, win customers, publicize your company. Don’t let the user experience hand them over to another company. Instead, make UX a force that rescues customers and turns them into fans.
Advantages of Planning an Excellent Chatbot
☑️ Process optimization
☑️ Time savings for customers and agents
☑️ Improved user experience
☑️ Customer satisfaction and loyalty
☑️ Valuing your brand
Do you need help with the operation “Customer Rescue”?
Entre em contato comigo:
Denise Maciel é certificada em UX Writing (Aldeia Academy), Processos UX na Prática (EBAC) e Design Thinking (Escola de Gestão Gov. PR), entre outras formações.
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