Chatbots are easily forgiven for errors

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 20, 2021, 2:02 AM UTC

In case of an unresolved issue, customers would even be “pleased” to know that it was a chatbot at the other end and not a human.

A study by the University of Göttingen revealed that people are not enthusiastic about discovering that they’ve been interacting with a chatbot. It would “please” them to discover they’re talking with a bot only when their concern hasn’t been resolved.

The lead author and research assistant at the University, Nika Mozafari notes, “A chatbot is more likely to be forgiven for making a mistake than a human.” The report states that customers may react positively and not blame the company or the bot.

However, customers would “detest” having to deal with a chatbot for more important issues say, finance or medical concerns. To prevent them from feeling ignored or uncared for, in these cases, brands must provide human assistance.

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