Chatbots could solve CX frustrations, new survey says
Chatbots are ever on the increase, but still a tech in its infancy with many brands yet to adopt. However, a recent survey shows many consumers rank them higher than apps for solving their frustrations.
Social media agency myclever surveyed 1,000 UK consumers on whether current digital services are fully meeting expectations.
The research found the biggest online service frustration for customers across all sectors was a lack of basic information on commercial websites (45%).
Next was the inability to ask simple questions (40%) and just over a third added that even when they could ask questions, the tools they'd used in the last month were of poor quality and didn’t provide a timely response.
But when told about the benefits, consumers said chatbots would be a solution to these issues.
Over two-thirds (68%) liked that chatbots would be able to provide a 24-hour service and 64% felt it would resolve the problem of not getting quick answers to simple questions. More than half (51%) felt happy they would get an instant response, mirroring the frustrations felt about current online customer service providers.
Best and worst sectors
Utility companies and local authority services fared worst among the sectors in the UK for online customer service. In contrast, retailers and professional services companies were classed as the least annoying.
Rob McNair, managing director of myClever, said the frustrations "clearly indicate" the need for an improvement to online services.
"Although frustrations exist in all sectors, it’s interesting to see that the industries exhibiting the most frustrating customer experiences online are the least likely to improve them. Public sector bodies, for example, are notoriously slow to provide accessible online services – and when they do, they’re often inadequate, confusing and riddled with poor UX.
“It’s one thing if chatbots can make that a thing of the past, it’s another whether those ranking highest on this list will be prepared to adopt and invest early enough. However, while modest budgets can be a challenge for the demands of digital innovation, the investment in the long term will mean huge cost savings," he added.