The role of the salesperson in the conversational age: bots streamline, but do not dispense with human service

The success of service bots, so popular in recent years, is not determined only by their technological capacity. Robots are efficient in process automation and agility that promotes companies from various sectors, but it is the human skill that ensures the most complete and resolute experience for the consumer, defends the Director of Data NeoAssist, William Dantas.

“Bots enable agile service and are able to interpret from basic requests to more complex demands, depending on their level of elaboration. They can provide instant answers and reduce waiting time. But this only happens because technology is able to learn from interactions between people; it is also clear that, at times, human service is indispensable for solving an” case, explains the Director.

With the automation of basic issues, operators can focus on more complex demands, promoting a service focused on resolution. “Ou be it: instead of creating distance, bots are actually an opportunity to facilitate calls and customize them faster. The role of the operator in this case is even more important, because it becomes less operational and much more strategic”, he continues.

But successful automation requires a robust system in the back. Using an omnichannel platform is also crucial to integrate communication channels, allowing the company to have a unified and global view of the history of each user, making it possible to find the appropriate solution regardless of the channel chosen by the consumer.

“Our motto is to be present where the customer chooses, offering the best service. Having technology as an ally at this time is what allows us to expand the range of contact points while maintaining the quality standard”, says William. In a second moment, defining service metrics helps to identify the situation of each service and what it takes to improve them.

Finally, William states that continuous training of teams is essential to ensure this quality standard. “Empathy, proactivity and the ability to deal with complex situations are critical factors that add to the intelligent use of technology. Therefore, empowering operators, reducing bureaucracies and improving indexes such as Average Time of Service (TMA) and First Call Resolution (First Call Resolution) are measures that directly impact on customer satisfaction”, concludes Dantas.