Importance of ‘Ease of Use’ for Chatbots

We wanted to follow up on our previous post regarding chatbots.

That piece noted that the challenge – and, not incidentally, the opportunity for effective brands and publishers – is how to make them more interactive.

What might that mean? What might be good examples of interesting or useful chatbots? A new post in Inc. notes “10 Fascinating Facts About Chatbots.”

One tip focuses on the importance of “Personality vs. Ease Of Use.”

It states: “People don’t really care if your chatbot has a great personality. Especially if that chatbot can’t solve an issue that one of your customers is currently experiencing.”

“Make sure you focus on utility over personality. Forty-eight percent of respondents in the same LivePerson survey said they prefer chatbots that can solve problems.”

“However, don’t forget about speed! Consumers value friendliness and ease of use the most in chatbots, but speed is a close third, according to Aspect’s research. Speed is more important to consumers than having a successful interaction and even accuracy.”

In fact, a survey by Aspect notes that people recognize that chatbots have room to improve in terms of effectiveness. While 65 percent of respondents indicated that they “expect customer service using ‘intelligent assistant’ or ‘chatbot’ technology will perform in terms of” friendliness, only 55 percent thought chatbots would perform in terms of success and accuracy.

The Inc. post offers another interesting insight: “Women Have Higher Expectations of Chatbots.”

The post notes that Aspect “asked consumers about their expectations when it comes to eight customer service tasks:

  • Getting basic information about a company, product or service.
  • Confirming a purchase.
  • Seeing if a product is available at a local store.
  • Confirming a booking.
  • Scheduling, changing, or tracking a shipment.
  • Requesting service at a hotel.
  • Ordering food for delivery.
  • Booking a ridesharing pickup like Uber or Lyft.

Further the post notes: “They found that women tend to have slightly higher expectations when using a chatbot for simple and moderate interactions and transactions. So make sure your experience meets and – even better – exceeds user expectations.”

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