Customer Service

Chatbot gets failing grade in CX survey

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February 7, 2023

Many companies are failing to deliver a positive chatbot customer experience and more than half of customers view a positive or negative chatbot experience as a reflection of the overall brand.

Those are top findings of a global study from Cyara, provider of a CX experience platform.

The survey revealed consumers polled rated the quality of their chatbot experience 6.4 of a 10-point scale, a D grade.

The survey, conducted in November 2022 and commissioned by Forrester Consulting, polled 1,554 global consumers who have used sales and/or support chatbots in the last six months about their recent chatbot experiences and expectations.

For most, chatbots were the top way consumers typically interacted with brands in the last six months. When specifically asked about their chatbot interactions, 50% of customers said they often feel frustrated; nearly 40% of these interactions were said to be negative.

Additional findings include:

• Customers like chatbots as they provide 24/7 support, faster response times and autonomy. The customers that have used chatbots in the last six months rank them higher than speaking directly with an agent or any other digital avenue. However, customers are often met with friction while interacting with them.
• Almost 75% of customers agree that chatbots aren't able to handle complex questions.
• Negative chatbot interactions lead to unfavorable business outcomes. Thirty percent of customers said after a negative chatbot experience, they are likely to take their purchase to a different brand, abandon their purchase altogether, or tell their friends and family about their poor experience with the brand.
• Following good chatbot experiences, 61% of the customers surveyed said they are more likely to return to a brand. While 56% of respondents are more likely to seek out chatbots in the future after a positive experience with a chatbot, they are also far more likely to recommend that brand to others afterward.

"Delivering positive chatbot experiences has a critical impact on customer satisfaction and sales, and sub-par chatbots will not cut it for consumers today. Organizations that invest in quality assurance testing and training chatbots can provide customers with better and more consistent chatbot experiences," Dennis Reno, chief customer officer of Cyara, said in the release. "Businesses that strive to meet customers' chatbot expectations can increase customer loyalty, boost brand reputation and lower contact center 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."