The success of customer service bots, so popular in recent years, is not solely determined by their technological capabilities. Robots are efficient in automating processes and the agility they bring to companies across various sectors, but it is human skill that ensures the most complete and effective experience for the consumer, says William Dantas, Data Director at NeoAssist.
“Bots enable agile service and are capable of interpreting everything from basic requests to more complex demands, depending on their level of elaboration. They can provide instant responses and reduce waiting times. But this only happens because technology is capable of learning from interactions between people; it is also clear that, at times, human assistance is essential to resolving a case,” explains the Director.
With automation of basic issues, operators can focus on more complex demands, promoting a resolution-focused service. In other words: instead of creating distance, bots are actually an opportunity to facilitate service and personalize it more quickly. The operator's role in this case is even more important because it becomes less operational and much more strategic, he continues.
But a successful automation requires a robust backend system. Using an omnichannel platform is also crucial to integrate communication channels, allowing the company to have a unified and comprehensive view of each user's history, enabling the identification of the appropriate solution regardless of the channel chosen by the consumer.
"Our motto is to be present wherever the customer chooses, offering the best service. Having technology as an ally at this moment is what allows us to expand the range of contact points while maintaining the quality standard," says William. At a later stage, defining service metrics helps identify the status of each service and what is needed to improve them.
Finally, William states that continuous training of the teams is essential to ensure this quality standard. "Empathy, proactivity, and the ability to handle complex situations are critical factors that complement the intelligent use of technology. Therefore, training operators, reducing bureaucracy, and improving metrics such as Average Handling Time (AHT) and First Call Resolution are measures that directly impact customer satisfaction," concludes Dantas.
