By Rick McFarland, CEO, Voice4Net
Often hailed as the future of customer engagement, bots signal a new age of self-service proficiency. They free up human resources while delivering operational efficiency and driving high-quality customer service. But are bots truly new, and are they the magic bullets they’re being touted to be? Or are they more the next evolutionary step in the automated solutions we’ve been selling for years?
The underlying code that enables a bot to do its job has been a fundamental element of the contact center since some of the industry’s earliest systems. For decades, in fact, it was known as IVR. Now, as automated-response bots evolve and take on a larger role in the marketplace, the emphasis on “interactive” is increasing. it’s important that channel partners understand how to sell customer-engagement solutions in the current omnichannel environment to help B2C customers meet demand from tech-savvy consumers.
An internet bot is a software application that executes automated tasks (or scripts) over the internet. Whether you call them chatbots, smartbots or AI-bots, they deliver the ability to dynamically interact with customers based on user input. They typically perform simple, structurally repetitive functions with greater rapidity – and often, greater accuracy – than a human.
Automation in the contact center stems from intelligent routing and queuing systems that apply algorithms and logic to connect a customer with the most appropriate agent. These inputs are most frequently made through IVR, but when the system is able to identify the user – via login, Internet cookies or other unique information – modern platforms can fine-tune routing and queuing based on personal information and customer history. Even so, this level of automation relies primarily on a database of scripts and logical responses to common queries and keywords, much like IVR systems. Customers are able to receive faster and somewhat more personalized responses from internet bots, which deliver incremental improvement over IVR in terms of customer satisfaction.
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However, bots haven’t evolved to the point where they’re undetectable — at least, not yet. It’s still fairly easy for consumers to realize when they’re not interacting with a live human being, which may breed discontent. In fact, consumers have exhibited a certain distaste toward IVR systems, mainly because they’re considered impersonal. Early bot implementations have often met with similar customer fatigue as IVR systems, even if they perform more efficiently.
We define artificial Intelligence (AI) in the contact center as “machines that draw on multiple data sources, such as customer history, sentiment ratings and browsing history.” The software analyzes information to create a more complete profile of the customer, then uses this profile to intelligently automate and individualize processes — including customer conversations. The latest bots can even recognize …