E-Commerce Times – Chatbots have become an important part of the e-commerce shopping experience. They answer questions, provide information, and help customers along in their buying journey. Though they may never replace human beings entirely, they are central to many e-commerce-related interactions.
The chatbots that work best are those that are essentially human-like, and for that reason companies should hold their chatbots to the standards that apply to their human employees.
“Retailers should have the same expectations of a customer’s interaction with a chatbot as they do with their customer service representatives or sales associates,” said Jeffrey Neville, senior vice president and practice lead at BRP, retail consulting firm.
“Chatbots should be human-like in their interactions and have a personality that matches the brand,” he told the E-Commerce Times. Chatbots also need to be able to remember past interactions with a particular customer and provide customized, relevant service.
“Like a good sales associate, they should remember past conversations, be tolerant of consumer’s typos and ambiguity, and be prepared to provide backup information for any question that can’t be answered completely,” explained Neville. “For example, ‘I’m sorry, but this part is not covered under your warranty — here is a link to our warranty policy.'”
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