IIT Delhi study finds ways to improve customers experience with chatbots

Findings revealed that customer experience is built from the chatbot’s ability to predict suitable recommendation in minimal time.

Researchers at the Indian Institute of Technology (IIT) Delhi conducted a study and listed out factors that play a key role in improving experience of customers who use AI-based chatbots in their day-to-day life for various purposes such as registering complaint, asking questions related to purchase, etc, and thus be taken into consideration while designing a chatbot. 

Researchers analyse 2.5L social media posts to extract parameters of chatbot 

The research team, led by Prof Arpan Kumar Kar from the Department of Management Studies, analysed over 2.5 lakh social media users’ posts to understand the experience creation process in B2B businesses that use chatbots for marketing automation. Subsequently, the team applied text mining approaches to extract the parameters of a chatbot that may influence customers’ experience. The text mining approach uses natural language processing to identify significant trends, relationships, and group emerging patterns related to customer experience. 

Their findings indicated that customer experience is built from the chatbot’s ability to predict the suitable recommendation in minimal time. Predictability is a crucial feature of an AI-based chatbot.  The primary driving factor for a customer to use a chatbot is finding accurate information, which the chatbot designing team should consider the most crucial factor. 

The language used by the chatbot needs to be descriptive, simple, and query oriented. For example, when customers ask questions about the product information, chatbots can respond in the language customers are familiar with instead of technical details about the product. Trust is an essential constant while using chatbot services. So, firms need to specify privacy policy, safety precautions while using digital services.

“Besides predicting customer preference, a chatbot also needs to provide a user-friendly environment with a visual cue to capture customer information. The quality of service provided by chatbots must be satisfactory. So, businesses need to consider taking feedback from customers about chatbot services and moderate chatbot functionalities based on cocreated strategies,” said Prof Arpan Kumar Kar. 

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