Measure and Evolve
Even though AI learns over time, it still requires some human oversight to make sure it learns in the right way. Humans need to be the gatekeeper to a great customer experience.
There’s many ways we can do this - but the easiest is by asking customers what they think and tracking their actions after they interact with a chatbot. This helps open up the “black box” of AI - the idea that we don’t always know exactly how the AI is operating or how they understand us. By measuring the customer experience that customers receive, we can start peeking inside the black box and making tweaks to the process to ensure that every customer’s AI journey is appropriate for their needs.
After every interaction, either with a human or a chat bot, it’s common to survey customers to see if they were satisfied with the experience. This is called a CSAT survey and is usually a scale of either two options (good, bad) or five (1-5 stars). By comparing how the customer’s rate their interactions with the chatbots to how they rate their experience with human agents, you can see if automating answers is impacting the happiness of your customers. Comments can also be helpful in deciding if it was the chatbot that impacted the rating, or a different issue altogether.
Sometimes what a customer does is more important than what they say. So even if your customers say they want to talk to a human, they might actually not mind when helped by a chatbot. The only way to see whether your business is actually impacted by deploying chatbots is to measure the behaviours that impact your financial metrics. This means measuring customer loyalty through conversions, churn rates and product usage.
Determine the actions that you want to track based on your desired customer behaviours. For ecommerce, that might be tracking the number of conversions or check-outs per visit. For product support, you might want to track the number of customers that churn after using a chatbot, or where product usage changes.
Evolving chatbot deployment
Once you understand how your chatbot is impacting the user experience, you can tweak the settings to improve it.
For example, if customers with billing questions are consistently unhappy with their experience being served by a chatbot, try removing the chatbot flow from the pricing page. Or, if a customer says they’ve got a billing question, connect them immediately to a human agent.
If the AI is suggesting articles that aren’t relevant, you can remove them from the AI’s view. Using Freshdesk’s chatbot, you can choose which folders the chatbot reads and sends to customers.
Focus on Quality over Cost
When deploying AI, it’s extremely important to approach it from the perspective of improving the quality of the customer experience, and not decreasing the cost of customer service.
It’s true that AI can save your organization money through reducing the incoming volume of customer conversations that need a human to handle them. But companies will see a bigger return on investment from the technology if they don’t only decrease the bottom line, but also increase customer loyalty and revenue.
If you deploy chatbot as a band-aid over not hiring enough staff or not training teams well enough, customers will not stick around. Instead, focus on where chatbots elevate your brand.