Entre las empresas y los consumidores existe una profunda zanja en su percepción (radicalmente distinta) de los cada vez más ubicuos chatbots. Mientras el 63% de las compañías tiene el firme convencimiento de que los chatbots y los asistentes virtuales se lo ponen más fácil a los consumidores a la hora de solventar ciertos problemas, sólo el 33% de los consumidores sostiene idéntico parecer. Así se desprende al menos de un reciente estudio de la empresa de software Nice inContact.
La brecha entre compañías y consumidores se ensancha aún más cuando emerge en el horizonte la disposición real del cliente a echar mano de asistentes virtuales para interactuar con las marcas. El 68% de las empresas cree que al cliente le gustaría efectivamente colgarse del brazo de asistentes virtuales para interactuar con ellas, pero sólo el 30% de los consumidores desea realmente que los chatbots hagan de puente en su relación con las marcas, según recoge MarketingCharts.
Donde sí parecen concordar las posiciones de empresas y consumidores es en la necesidad de advertir de manera inmediata al cliente de que está interactuando con un chatbot. El 90% de los consumidores exige ser informado al respecto, y el 91% de las compañías sostiene idéntico parecer.
Por otra parte, y pese a que los chatbots están ungidos con niveles cada vez mayores de inteligencia, tanto marcas (91%) como consumidores (90%) reconocen que el cliente prefiere interactuar con agentes de atención al cliente de carne y hueso.
El 89% de las empresas reconoce que los chatbots y los asistentes virtuales necesitan pertrecharse de más inteligencia para que los consumidores se muestren realmente prestos a utilizarlos de manera regular. Entre los consumidores este porcentaje desciende paradójicamente hasta el 79%.
En plena era digital el antediluviano teléfono (71%) sigue siendo el canal favorito de atención al cliente para el consumidor. Quizás cuando los “chatbots” se hagan más listos cambien eventualmente las tornas.
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