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May 15, 2024

You Too May Be Losing Your Customers Because of Chatbots, Insiders Warn

Implementing a chatbot to handle the customer support for you might just be the lowest of the low-hanging fruit, as with the emergence of AI this is one of the first things everyone flocked to. Some would argue that customer support representatives often resemble chatbots anyway, so why not replace them with a free option that does the same work and is always online?

Casino industry experts from the UK-based LiveCasinoComparer have observed this process in numerous online casinos, and the reaction from players has been less than positive. In fact, it’s the brands that have consciously improved their customer support with well-trained human representatives that have come out on top. There are certainly lessons to be learned from this industry, as that little icon in the bottom right is a frequently used communication channel for tens of thousands of players daily.

As it turns out, chatbots don’t perform well as customer support agents. Businesses that view them as flawless customer support solutions, and appreciate the reduced number of chats with human agents, may be shooting themselves in the foot.

Clear and concise terms eliminate the need for customer support

In the online casino industry, players commonly contact the customer support for one of the following reasons: account verification, deposit questions, withdrawal issues, and bonus issues. Brands with vague or overly complicated terms and conditions inevitably see a higher volume of traffic directed to their customer support service, as people struggle to find answers.

Clear and concise terms and conditions, which are easily understood by everyone, streamline the process and invariably result in less pressure on the customer support team. This goes hand in hand with the technology the brand uses to process payments and personal documents. If this process is efficient, the customer support team won’t be overloaded. If it’s not, the entire organization will feel the impact.

Relying on a chatbot to handle player queries in this situation can be detrimental, as players receive vague responses to their questions - and they likely still need a human to manually assist them.

Chatbots that guide you through the T&Cs don't do anything at all

Numerous brands have had the brilliant idea of having a chatbot guide you through the terms and conditions and the frequently asked questions, one notable example being PayPal (News - Alert), a brand where it's notoriously difficult to get past the automated responses and chat with a real person. GoDaddy is another example.

If a chatbot is used only to have a customer running around in circles to avoid overloading the human employee with queries, it is a symptom of a much bigger problem and won't lead to customer satisfaction.

The right way to handle a customer who has an issue

The proper course of action when it comes to chatbots is to simply use them to direct the query to an appropriate customer support agent if there are different departments. If there aren't, then the one and only way to have a customer satisfied is to patch him through to a human agent immediately.

Generation Z has showed very little tolerance for delays or any kind of perceived incompetence by the brand. They want an easy quick solution, and want it every single time, though they'd rather not face any issue at all. They are far removed from customers that are used to waiting fifteen minutes on the phone to talk to someone.

The future: AI chatbots that can actually do stuff

As long as chatbots are just giving answers to questions, without the possiblity to do anything about it, such as process the payment, release bonus funds, verify an account - they are nothing more than a nuisance that prevents contact with a human representative, which is what the customer really wants.

Lessons from the casino industry reveal that it pays off to invest in a customer support team that is highly trained, knowledgeable, and available within 1 minute at any time of day, and that has the tools and the power to actually resolve a query and not to elevate it to another department. In a saturated landscape with hundreds of brands, those that invested in this aspect of their business are seeing massive financial returns as well as customers who come back.

On the other hand, brands that use chatbots to deflect customers are obviously businesses that are cutting corners and don't have a real substance to offer to the customers.

How to use chatbots on your website

Customers with a problem are always impatient and always fixated on resolution of their problem. Communication with a chatbot should not last more than a few quick clicks or sentences; otherwise, it becomes apparent to the customer that this is an intentional deflection.

Chatbots can handle some of the most common queries that would otherwise waste a human agent’s time, such as password resets, lost account information, and email verifications. However, this should not be the practice for all queries, as tempting as it may be for a business to simply put all eggs in one basket and be done with it.

It is vital to think about the customer when designing an appropriate response to a query. Some queries can be answered by a chatbot, but most will likely require human intervention - and the customer needs it immediately.

Conclusion: Use AI wisely

Customers are quickly irritated by the long waiting times or by being forced to click around in circles in search of an answer. If the AI chatbot is leading them through this, then chatbots in general will quickly get a bad reputation. Once they do, brands that offer prompt support by a human agent will win the customer. Especially a Generation Z customer.

If AI is to be used in the customer support process, it must first and foremost be to the benefit of the customer, not the operator. Otherwise the customer would do better without.

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