What is it about?
“Hello, my name is Leon. How can I help you today?” Consumers do not like to discover that Leon is a bot. It feels like Leon lied from the start. Yet numerous companies rely on millions of round-the-clock customer service bots, and few seem to open with, “Hi I’m a bot.” In this research we explore how customers react if they recognize that the conversation partner is in fact a machine. We show that when bots cannot resolve a service issue, customers are actually pleased to discover that their conversation partner was a non-human. Chatbots, it seems, make good fall guys. Conversely, customers detest addressing important matters with a bot. For critical service issues, a chatbot interaction degrades customer trust with the brand.
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Why is it important?
The study sheds light on how chatbots can be better deployed in order to increase customers' trust and loyalty.
Read the Original
This page is a summary of: Trust me, I'm a bot – repercussions of chatbot disclosure in different service frontline settings, Journal of Service Management, June 2021, Emerald, DOI: 10.1108/josm-10-2020-0380.
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