To chatbot or not? Human-human interactions still matter in online customer service

Research shows that consumers care whether they are being offered customer service by a real person or a chatbot.

When it comes to the evolution of online customer service, brands have traditionally posted a hotline for a customer to call and/or listed a customer service email address to direct questions and complaints to. Some brands have gone on to adopt live chatting, which connects a customer browsing through their websites/digital platforms with a customer service agent via a chatting function.

The direct and instantaneous feedback that consumers get through live chats goes beyond the benefits of customer hotlines and email. It can have notable impact on metrics like customer satisfaction, engagement and online sales.

In the past several years,...

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