Only 201,000 customers say they have a good experience with chatbots; Learn how to maintain the human touch in customer service.

According to the Artificial Intelligence in Retail study, 47% of retailers use Artificial Intelligence (AI) in some of their processes. According to the report, 56% of this technology is used in customer service with chatbots. Similarly, the Manager's Yearbook: CX Trends 2024 report, prepared by Octadesk in partnership with OpinionBox, revealed that only 20% of consumers report having had a good experience interacting with chatbots. 

In this scenario, Marcos Schütz, CEO of VendaComChat, A network specializing in WhatsApp automation services, he states that what tends to turn consumers off to automated customer service is an overly formal or robotic tone. He warns that the key to maintaining the human touch involves strategy and conversational design. According to him, it's crucial to make the chatbot's language seem natural and friendly. "Working on the bot's 'personality,' using language that reflects the company's values and communication style, helps the customer feel a stronger connection with the brand. Furthermore, investing in a more informal, inclusive, and empathetic tone can provide a more humanized customer experience," explains the executive.

According to Marcos, creating customer service scripts that are more casual and conversational is a challenge for most companies, but it can be easily solved. "One of the most effective methods is to automate a warm welcome message at the beginning of the interaction, personalizing messages with the customer's name and specific information from their history, mentioning previous purchases, recommending products related to what they've already purchased, or making suggestions based on their registered preferences. In addition, scheduling follow-up content after the interaction is complete, making the customer feel valued," he explains.

The CEO of VendaComChat also reveals that to create a pleasant and effective automated customer service experience, constant adjustments are essential. "Reviewing dialogues and adding new customer service flows based on product changes or new customer needs is crucial to keeping interactions up-to-date and accurate," explains Marcos.

Also according to the Octadesk report in partnership with OpinionBox, 511% of consumers say that for a bot to provide effective service, it needs to connect with a human when necessary. In this regard, Marcos emphasizes that automation should handle simple tasks such as frequently asked questions, order status, and scheduling, so that, upon detecting signs of doubt or dissatisfaction, the conversation is automatically transferred to a human representative. "Adjusting where the bot interacts and where the human intervenes should be a recurring practice, ensuring that automation is always aligned with the desired experience. A straightforward solution that helps manage customer expectations is for the chatbot to briefly explain what it can and cannot do at the beginning of the conversation. This way, the consumer will know when they can get a direct answer and when they need to speak to a human representative," he comments.

Marcos emphasizes that automation enables speed, agility, and accuracy in customer service, in addition to providing detailed metrics such as response time and satisfaction. "When implemented well, technology can transform the user experience, offering speed, convenience, and personalization. The key is balancing the efficiency of automation with the human touch, so that the customer feels well-served," he concludes.