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Customer service for Mexicans has been a subject of constant change in recent years.
The chatbot have been implemented to save costs and maximize service capacity.
According to studies, five out of 10 Mexicans prefer telephone service.
Despite the constant technological advances and the boom due to the implementation of chatbotIt seems that Mexicans continue to prefer customer service to be done directly, through a phone call. This is not surprising, since according to some studies, attention through this channel generates a direct link with the consumer. At the same time, the client can share a context and an antecedent.
And it is that, with omnichannel, much has been said about how easy it will be in the future to end this type of service, a model of call center traditional. Artificial Intelligence (AI) is here to stay, but will it be true that they can end personalized attention? It seems difficult, and it is for this reason…
Customer service; Half of Mexicans prefer it by telephone
In recent years, there has been talk about this adaptation to the omnichannel format and about the wonders that this will bring to brands. And it is not that it is not true, it just happens that, in many cases, the predictions are not so favorable for all industries.
It has been shown that, for certain products and certain sectors, there are channels and means that are more effective than others. Therefore, when they arrived chatbot to businesses, there was talk that they could solve the problem of 24/7 customer service. For the first time, brands could serve their consumers even when no one was “on guard”.
However, it was ignored that the attention capacity of an AI has several limitations, among them that it is not possible to really generate a bond with the consumer, but rather that it can be designed to solve the most recurring problems of a company. Although many will say that the process is “perfectible”, the truth is that there will always be something to solve, something new to learn, and in the process there will be a client who will not remain dissatisfied for long.
The advantages of an AI precisely range from 24/7 care to automation, that is, solving simple problems without “distracting” workers, who can occupy their time in a more productive activity at that time. However, another thing that is commonly overlooked is that Mexico is not exactly such an advanced country in digital knowledge. Although many might consider it little more than a country in the process of technological development, we could not consider it completely ready to understand and solve this type of problem if, from the beginning, many do not have access to the Internet or experience in ecommerce, For example. With this, even if they are attended to, it does not guarantee that your problem will be solved.
On this, we have what Capterra said, which was in charge of carrying out a study on the preferences, advantages and disadvantages that consumers see in the different customer service or technical support channels in Mexico. The survey that was carried out during the month of November to 1,020 participants, residents of Mexico, over 18 years of age, yielded the following results:
- Mexicans prefer customer service to be from telephone assistance (50 percent)
- 38 percent prefer it to be through a live chat with an agent, either on the same website or through instant messaging apps
- Only 3 percent prefer to solve their doubts through an intelligent service, such as chatbot
- 2 percent opted for online documents, such as FAQ pages,
- Only 1 percent of customers prefer written questionnaires as the main solution model
And it is that, in this sense, it is not that the channels that give priority to communication with intelligent services are worse or better than communication with agents, but that it is simply a matter of culture.
- 77 percent of consumers point out that a problem can be better exposed through phone calls
- 47 percent consider that they are resolved efficiently in this way
- However, 64 percent hate waiting on care
- 41 percent see the potential lack of effectiveness of agents as a major disadvantage as well
Regarding this, some believe that the disadvantage of having more and more attention from chatbot it is that contact with a brand returns to artificiality, it is not known with whom one is dealing then and there is no way to solve a complex doubt.
Thus, in a few words, we can say that everything depends from the point of view. It is true that omnichannel intends to use both elements, but there will be those who are in charge of discarding one or the other. There, then, we will be able to measure how much we need the traditional models and how much we will have to adapt to the new ones.
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