GenAI - 2) Identifying problem statements in using virtual assistants / support chatbots:

 2) Identifying problem statements in using virtual assistants / support chatbots:


In the last edition, we saw an example where User X orders food from a reputed platform, and he tries to reach out to support for help. With the options the bot offers, there is no solution and the loop continues. (Bot asks to call the delivery agent where the user reached out as he is unable to)..


Giants like Amazon invest significant efforts to continuously audit and improve their customer service everyday - to be identified as earth’s number one customer centric company. But why is customer service considered so important in building a brand / company’s identity ?


Whether it’s a manufacturing / service sector, it’s very possible that there are going to be errors - in the process or quality of offerings to their customers. Collecting feedback from users is crucial to introspect, iterate and improve the process and stay ahead of competitors and retain, expand the customer base.


Inbound feedback is majorly about the complaints which pours in through customer service channels. Being open for constructive feedback, active listening and working on issues provides the ‘customer delight’ factor - Do we allow them to speak really when we use bots, that’s the million dollar question.


Here’s a cycle of how most of the chatbots / virtual assistants are designed to address customers


  1. Welcome message with limited options to select (Other issues as an option in very rare cases)

  2. Pre-trained solutions for standard scenarios (Based on the most commonly reported issues)

  3. If solution is not available, options to ask for a live agent (Rare cases)

  4. Wait time of minimum 5 minutes to connect 

  5. Customer goes inactive

  6. CSA closes chat with an inactive chat note and passes chat 

  7. User starts loop again


In this loop, a user would have spent a minimum of 15 minutes trying to find help for simple queries like order status, payment status,  returns and refunds etc. The user contacts the support team as he’s probably unable to find the answers by himself or doesn’t have time to put in the effort.


On top of it, there’s no use of assigning it to a live support agent as the chat is anyways closed due to inactivity in majority of the cases - Does this solve the purpose of enhancing the time efficiency for the organization and the user ?


When the user isn’t welcomed, allowed to interact with freedom to use his own words to describe his issue, offered an apology / help / compensation, whatever is needed at the moment, and goes back without the feeling of being helped, what's the point of having a support team at all ?



In a parallel universe, what would happen if the users do not have the patience and dismiss your brand / product completely as you take time to fix the issues and gain trust in their minds ? 


‘Feeling unwelcome’ changes user’s perception about a brand changes drastically - Most of the time, it results in a blow on KPIs like Customer churn, Net Promoter Score etc. Brands are being sued by the judiciary for wasting customer’s time, money and harassing them in consumer courts increasingly. 


To conclude, a holistically designed process offers real solutions - which at times lie out of the box, connecting and reassuring them is the secret sauce for a customer’s delight. Support teams who plan this as a mandatory rule emerge as brands known for customer obsession, earn user trust and loyalty.


Here are few tips to find the right balance between using bots and humans in customer support 


  • Monitor and repeat audits very closely to understand your customer needs and queries

  • Plan and iterate your workforce diligently, matching the volume of contacts

  • Revisit your chatbot training materials, ensure they are capable to assist with new updates anytime

  • Record, recheck your chats, intervene with human support in critical situations

  • Always personalise your solutions.


Remember, the support team is the face of your brand just like the sales and marketing teams do. The way your interactions happen shape the perspective of your brand.


Said that, there comes a burning question on what are the improvements to be done in chatbots / virtual assistants to provide premium support experience without compromising customer satisfaction ? -  Stay tuned till the next edition !!

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