Chatbot or personalized attention, how to connect with the client?

Customers expect to receive an answer to their questions in a short time; however, in some cases the automatic response that a chatbot can give does not resolve consumer doubts, so what should companies do to provide a good experience?

Walter Hildebrandi, director of technology for Latin America at Zendesk explained that it is not about all complaints being handled by a chatbot, but about making a mix between automation and customization.

“Perhaps the most complex cases or the follow-up of a client that is super relevant is not carried out by a machine, but rather passed on to a human who provides a more personalized treatment.”

Zendesk’s CX Accelerator study details that in Latin America there are various levels of maturity in customer service, beginners (29%), emerging (36%), advanced (21% and experts (15%).

Being the experts who have best designed a strategy, what does it consist of? According to the study, these companies achieve balance automation with human interactioncreate connected experiences, and promote and train their agents.

45% of these companies balance chatbots and humans to help customers, 33% resolve queries faster over chat, and are 2.4 times more likely to develop real-time customer segments to help customers. direct them directly to relevant information.

In fact, Gilberto Garza, vice president of sales for Latin America at Zendesk, points out that it is necessary to maintain connected all channels of interaction with clients, don’t keep them isolated. “This allows us to have a 360-degree view of the client or of the person requesting information.”

Likewise, there are more companies combining the use of humans and bots, in the last year there was an increase from 52% to 64% and 57% of companies say that the productivity of their employees is the biggest advantage of using bots.

Specialists agree that “companies should focus on how andbalance automation and the human element in the customer experience. This requires a deeper understanding of user behaviors to place automation where it will be most effective and support your team where they can have the most impact.”

In addition, Garza points out that technological solutions must have a balance between the human and automation and for this it is required train talentgive them the right information at the right time so they have the tools they need to help and guide customers.

“Customer feedback can also help other teams act quickly to improve product or service offerings. In fact, better collaboration between sales and support teams can optimize customer engagement across all touch points, reduce churn and build stronger relationships.”