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Using Chatbots for Customer Care: Advantages and Challenges for Brands
Abstract
Chatbots have been applied by brands for providing customer care online, but most experiences are at an early stage. The research sets out to explore which advantages and disadvantages chatbots can bring to brands when used in customer care by studying two companies in Portugal. These exploratory comparative case studies were explored with qualitative methods, namely in-depth interviews with relevant agents. The authors concluded that chatbots afford positive results for brands, such as reducing customer care costs and enhancing proximity by being constantly available and responding promptly, but they also pose risks. They start out with an initial database of matches between keywords, questions, and answers and need interaction to evolve and improve. During this initial stage, they often afford negative brand experiences and require constant human monitoring and curating. However, in a maturity stage, they can enhance performance and satisfaction of customer care, motivate shopping by impulse, and nurture loyalty.
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