Aussies most likely to interact with brands via chatbots

Chatbots have become the most common way for Australian consumers to interact with brands, but consumers have a dim view of the technology, according to research from Cyara.

A survey conducted by Forrester Consulting on behalf of the company found that 65% of Australian respondents reported using chatbots to interact with brands in the past six months, compared to 46% for in-person and 41% for the telephone.

But when asked to rate their satisfaction rating with using chatbots, consumers gave an average rating of 6.4 out of 10, equivalent to a D grade. In addition, 45% of consumers report often feeling frustrated using the bots, with 37% of transactions being found to be negative.

Australian consumers do see the benefits of chatbots, with 76% reporting liking the technology because it provides 24/7 support, 56% citing faster response times and 44% reporting greater autonomy.

But 73% agree that chatbots are not yet capable of handling complex questions, and over half (51%) agree that it is difficult to find a solution to their question or problem using a chatbot. Meanwhile 60% said they had to answer the same questions repeatedly while using a chatbot, and 45% said they have received responses or solutions which didn’t make sense in the context of their problem.

Nearly one in three respondents reported that after a negative chatbot experience, they are extremely or highly likely to abandon their purchase altogether, take their purchase to a different brand or tell their friends about a poor experience.

On the flip side, 64% of customers are more likely to return to a brand following a good chatbot experience, the survey found.

Cyara Chief Customer Officer Dennis Reno said the findings highlight the importance of continuing to innovate with chatbot technology. “Delivering positive chatbot experiences has a critical impact on customer satisfaction and sales, and subpar chatbots will not cut it for consumers today,” he said.

“Businesses that strive to meet customers’ chatbot expectations can increase customer loyalty, boost brand reputation and lower contact centre support costs, since customers are less likely to seek out more expensive avenues of communication. And of course, satisfied customers lead to increased sales, which has a positive impact on a company’s bottom line.”

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