With the growth of e-commerce in recent years, the use of chatbots has become necessary to facilitate customer service at all stages of the purchase. But, considering that 18.6 million people in Brazil have some disability, according to IBGE, it is essential to implement good practices to foster inclusion in this interaction.
Just like in physical spaces, online service must offer accessibility features. Understanding the target audience of an e-commerce is necessary to tailor the chatbot to customers' needs, paying attention to all forms of diversity so that information is widely accessible. Therefore, to have a more inclusive chatbot, audiences with different ages, genders, ethnicities, physical or mental disabilities, sexual orientations, and religions should be considered.
“The first step is to analyze the company itself and its consumers; then, make the necessary changes to ensure inclusive contact. Providing training to employees so that they are prepared and attentive to any type of help, as well as maintaining personalized communication, are some examples”, explains Leidiane Jardim, Customer Director atNeoAssist.
To begin, a simplified and intuitive interface ensures smoother and more straightforward navigation; projects with appropriate use of colors and contrasts facilitate reading for people with low vision or color blindness, for example, as well as customization of font and text size. Integrating audio description tools and audio transcription are also crucial for a truly inclusive relationship.
Still, training the chatbot's AI with a wide variety of cultural data from different social and linguistic contexts can ensure more appropriate responses.
“Another important factor is customer feedback. Encouraging them is necessary to identify what other changes need to be made. Based on this feedback, companies understand how to maintain the best relationship between consumers and the customer service team,” adds Leidiane.
