Chatbots Perceived Effects on Customer Service

As we know, firms regularly look at new ways to enhance the customer experience. One tool growing steadily more popular is the chatbot. Yet, we must better understand chatbots perceived effects on customer service. In other words, how happy are shoppers with chatbots?

To learn more about chatbots, look at these posts:

 

Chatbots Perceived Effects on Customer Service

Recently Professors Nancy Viola Wünderlich and Stefanie Paluch published a paper on “User Perceptions of AI-Based Service Agents.”

In a recap of that paper by Future Customer, we learn the learn the following:

“In normal conversation, there helpful clues indicate how a statement should be interpreted. Facial expression, gestures, tone of voice, and volume help indicate whether “Isn’t that great” should be interpreted as praise or sarcasm. Today, a large part of communication takes place without seeing or even hearing one’s conversation partner. Meanwhile, chatbots are becoming increasingly capable. For example, they can recognize annoyance in a spoken or written statement. And then respond to it. But do they respond correctly?”

“The study by Wünderlich and Stefanie Paluch is one of the first studies to investigate the role of artificially intelligent customer advisers. Importantly, they hone in on three questions:

  • How do customers perceive customer service provided by artificial intelligence?
  • Is it important to them whether customer advisers are human or artificial?
  • How authentic do they consider the communication – and how does that influence their behavior?”

“In addition to conducting a large-scale quantitative survey of chatbot users, the authors also tested various forms of chatbots. These included avatars, via experimental studies to determine their effect on perceived authenticity.”

 

To review more of the just-cited summary by Future Customer, click the image.

Chatbots Perceived Effects on Customer Service
 

This entry was posted in Global Retailing, Online Retailing, Part 7: Communicating with the Customer and tagged , , . Bookmark the permalink.

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