What is the use of bots in e-commerce?
Piotr Kempa (Head of AI Division): Artificial intelligence can both support purchasing processes in a variety of ways and help automate a number of tasks. The closest to our company is the process of customer service which is the main field for the application of artificial intelligence. The bots we create, both text (chatbots) and voice (telephone voicebots), to a great extent help to improve the customer service process during shopping and more.
Chatbots on a website or in the social media channel can answer a number of frequently asked questions as well as help with choosing and searching for products from offers. They can also handle complaint requests, order status questions, hotlines and any many more. However, you should not be too enchanted by the marketing materials of companies producing chatbots. In many processes, the bot will need to be supplemented by a consultant. In this case, attention should be paid to the integration of services so that the entire conversation is consistent and the handover between the bot and the customer service department is smooth. This way we avoid frustrating the caller. Bots are ideally suited to handle the most common, uncomplicated processes and issues, leaving more complex topics to consultants. At the same time, the bot can pre-classify the subject of the case, directing the customer to a consultant with the most suitable competences.
Voicebots usually tend to support a similar scope as chatbots however, in the telephone channel. Here, too, attention should be paid to the possibility of support by a consultant and a smooth switchover to a consultant. Moreover, let's not forget that in contrast to text bots, phone bots allow for outbound processes - thanks to which we have the opportunity to reach the customer with a specific information or a question. Additionally, in supporting sales activities, it can be important to "warm up" large bases of leads using voicebots in outbound processes. This works perfectly in combination with an option of hot-transfer, a hot lead to a consultant in order to close the sale as it goes.
Piotr Kempa (Head of AI Division, Voice Contact Center) - creator of Primebot, an intelligent chatbot and conversational voicebot prepared for non-linear conversations, i.e. going off-script.
The article was published in Polish in Gazeta Finansowa