It looks like a recording, but it’s not. And maybe you’ve already contacted them. They are chatbots, which are used in the portals of large companies or online stores to serve customers and simulate a conversation. They automate repetitive and bureaucratic tasks and replace the human work of the call center.
Chatbots answer questions and direct the user to a service where an assistant will talk to the client.
This robot technology is also used when the phone rings and you answer. Then, a voice asks if a person responds, then transmits information or tries to sell a product.
“This is another evolutionary stage of telemarketing services. We have gone through this in other moments of evolution, such as sending SMS, chats answered by humans and now with artificial intelligence applied to them, “, says technology and innovation executive Fernando Luis Parreiras.
For him, this technology needs to learn literally from humans, so it still takes its first steps. And this type of service, yes, will reduce commercial costs because it is cheap and works 24 hours a day, but it will always be necessary to talk to a human being.
“Chatbots can annoy users with the famous phrase that I don’t understand, it can be repeated, but consumers should consider this process as learning,” says Parreiras, comparing it to a child in the learning process, who always asks something.
Chatbots, which still solve basic problems, such as checking a bank balance or trying to sell a calling plan, should switch to other types of services.
From simple situations, such as seeing why the Internet doesn’t work, to more advanced ones, such as identifying an investor profile and indicating an application.
“Chatbot will actually reduce the number of telemarketers, but we still need people to answer calls that chatbot doesn’t solve,” he says.
In Santos, the leading telemarketing company, Atento, has reduced the number of hires. One employee, who refused to be named, says that despite the fear of being “changed,” she believes the machine will not replace the human being.
“The patience I have to explain why each item and challenge the customer, if necessary, the machine won’t have,” says she, who has been in incoming telemarketing for about a year (receiving calls from customers and scheduling appointments).
She says that chatbot still doesn’t fully understand what customers want, so the call comes to her.
Julio César Genuino da Silva, 23, has worked in the field for more than two years. According to him, the robot performs the pre-service, filtering what the customer wants. “But people still ignore it, because they prefer to talk to someone really human.
“There will be no replacement, but an evolution in service processes,” says Parreiras.
The tool has internal use for companies
Since 2017, Atento, in Santos, has been using chatbots for billing, technical support and clarification of questions, both by voice and digital channels.
The customer can obtain information about a product, buy it, ask questions about how it works, issue a duplicate ticket and call technical service.
For the company’s product superintendent, Richardson Tordin, chatbot is already part of the gift.
“Contact with the bot is 20% more productive, three times cheaper and five times faster. In addition, it contributes to the growth of the resolution index in the first interaction”.
According to Gartner Consulting, 15% of all customer service interactions worldwide will be managed by artificial intelligence by 2021.
Tordin believes that humans will never be dispensable. “Human service will continue to be the most valued by consumers because it has a unique characteristic, empathy.
Still, in 2018, the company had 5 million conversations and 35 million chatbot messages.
In the company, even chatbot is already used for internal human resources tools and employee technical support. “When it comes to recruitment and selection, for example, the use of bots accelerates the simplest assistance, such as the initial evidence of the selection process, and does not need a recruiter who acts at all stages of the process, reducing costs and accelerating recruitment.”, he says.