Potential effects of chatbot technology on customer support: A case study
Tung Nguyen · Aaltodoc (Aalto University) · 2019
This study analyzed an experiment with using a chatbot for the customer support department at the case company. A modified version of the updated DeLone and McLean information system success model was utilized to evaluate potential effects of the chatbot on the operation of the customer support. Five dimensions of the model were measured before and after the chatbot implementation and then compared to determine if the chatbot can help improve the customer experience with the customer support of the case company. Responses from 60 customers who had used the chatbot were obtained through a web-based survey. Results indicated that the addition of a chatbot to a traditional customer support model can improve customer experience, mainly on responsiveness measure, while maintain a similar level on information quality, system quality and user satisfaction dimensions. Results also suggested that unsuccessful chatbot attempts which require further human involvement may not necessarily worsen customer experience as many expect. Based on the experiment, the study also provided three suggestions for firms when planning to adopt chatbot technology. First, the potential of chatbot should not be overestimated, it cannot replace human agents completely in customer support. Second, chatbot should handle only simple enough tasks and leave the more complex and trickier ones to human. And third, building a chatbot is a continuous process that requires careful resource planning not only for the initial development but also for the later stage of analyzing and turning conversations of the chatbot.