Los consumidores están cada vez más satisfechos con el uso de bots

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CLAVES:

  • En general, los bots ya no están mal vistos, ya que según el estudio de LivePerson la mayoría de los consumidores tienen una percepción bastante positiva de que una empresa utilice un bot para sus estrategias ditiales y de atención al cliente.
  • Según el estudio, el uso de los bots en la atención al cliente ha ganado impulso, ya que los consumidores siguen demandando un servicio más rápido y mejor.
  • En cuanto al tiempo de espera en la atención al cliente, la mayoría de los consumidores globales (52%) no estarían dispuestos a esperar más de dos minutos para charlar con un agente de atención al cliente.
  • Pero, a pesar de que las percepciones sobre los bots son cada vez más positivas, siguen siendo escépticos, ya que un poco más de la mitad de los consumidores de todo el mundo (56%) prefiere hablar con un humano.

Los consumidores están satisfechos de que los bots hagan tareas sencillas, pero prefieren la ayuda humana para las tareas más complejas. Esta es una de las conclusiones del estudio realizado por LivePerson a 5.002 consumidores de todas partes del mundo. Esta investigación examina cómo los consumidores perciben la atención al cliente proporcionada por bots.

[section label=”Buena percepción con respecto a los bots” anchor=”Buena percepción con respecto a los bots”]

Buena percepción con respecto a los bots

En general, los bots ya no están mal vistos, ya que según el estudio de LivePerson la mayoría de los consumidores tienen una percepción bastante positiva o neutral de que una empresa utilice un bot para sus estrategias ditiales y de atención al cliente. A nivel mundial, el 38% de los consumidores califican su percepción general de los bots como positiva, mientras que el 51% la considera neutral. Sólo el 11% dijo de tener una percepción negativa con respecto a los bots.

Fuente: Vecdis. Datos de LivePerson
Fuente: Vecdis. Datos de LivePerson

A los consumidores en Francia les gusta particularmente la tecnología, ya que el 50% divulga tener una opinión positiva global de usar un bot. El país que más aspectos negativos ve a la hora de usar un bot es Estados Unidos, pero solamente con un 12%.

Por otro lado, la idea de que las marcas y las empresas utilizan bots solamente para reducir costes parece estar desapareciendo. Cada vez más consumidores reconocen, hoy en día, que los bots están ahí para ayudarles a obtener un servicio de atención al cliente más rápido y mejor. Los consumidores en Reino Unido, Francia, Alemania y Japón muestran la mayor apertura a los bots, ya que más de la mitad cree que están allí para darles un servicio más rápido y mejor.

Fuente: Vecdis. Datos de LivePerson
Fuente: Vecdis. Datos de LivePerson

Los millennials de todo el mundo son una generación que acepta más a los bots, ya que un 57% cree que las empresas los utilizan para un servicio más rápido y mejor, en lugar de ser simplemente una herramienta para ahorrar costes (42%).

[section label=”El uso de bots para la atención al cliente” anchor=”El uso de bots para la atención al cliente”]

El uso de bots para la atención al cliente

Según el estudio, el uso de los bots en la atención al cliente ha ganado impulso, ya que los consumidores siguen demandando un servicio más rápido y mejor,  y además, cada vez más compañías adoptan bots para sus estrategias de atención al cliente. Todo esto deja claro que está cambiando de forma bastante positiva la percepción que tienen los consumidores sobre ellos.

De los consumidores encuestados que han interactuado con bots en el último año, la mayoría (67%) los ha utilizado específicamente para la atención al cliente, luego un 30% los han utilizado por diversión, un 25% para comprar algo, y un 14% para tareas de productividad, como de asistente personal, para añadir eventos al calendario, etc.

Fuente: Vecdis. Datos de LivePerson
Fuente: Vecdis. Datos de LivePerson

Además, los consumidores prefieren globalmente el uso de los bots para tareas más simples, como la actualización de una dirección (61%) o la confirmación del saldo disponible en una cuenta (71%). Sin embargo, cuando se trata de investigaciones más complejas, como corregir un error en una factura o solicitar una tarjeta de crédito, los consumidores prefieren a los seres humanos.

[section label=”Tiempo de espera en la atención al cliente” anchor=”Tiempo de espera en la atención al cliente”]

Tiempo de espera en la atención al cliente

En cuanto al tiempo de espera en la atención al cliente, la mayoría de los consumidores globales (52%) no estarían dispuestos a esperar más de dos minutos para charlar con un agente de atención al cliente y aun así no siempre lo consideran una excelente experiencia. Los estadounidenses están entre los más impacientes, con un 28% indicando que no esperarían más de un minuto y el 25% seleccionando dos minutos como el marco de tiempo apropiado para un servicio excelente.

Infographic1
Fuente: Vecdis. Datos de LivePerson

Los consumidores en Japón y Alemania parecen ser los más pacientes, ya que un cuarto de los encuestados en cada país (25%) estaría dispuesto a esperar tres minutos. Un cuarto (25%) de los encuestados del Reino Unido esperaría dispuesto a esperar cinco minutos o más.

[section label=”Siguen prefiriendo a los humanos” anchor=”Siguen prefiriendo a los humanos”]

Siguen prefiriendo a los humanos

Pero, a pesar de que las percepciones de los consumidores sobre los bots son cada vez más positivas, siguen siendo escépticos en ciertos aspectos. Un poco más de la mitad de los consumidores de todo el mundo (56%) prefiere hablar con un humano, aunque tengan que esperar un corto período de tiempo, que charlar con un robot inmediatamente. Sin embargo, es interesante observar que más de la mitad de los consumidores en Japón y Alemania preferirían hablar con un bot antes que con un humano.

Fuente: Vecdis. Datos de LivePerson
Fuente: Vecdis. Datos de LivePerson

La razón de esto, según el 60% de los encuestados, es porque un ser humano entenderá lo que necesitan mejor que un bot. La segunda razón más común es que un ser humano es más confiable que un bot (21%). El preferir a un humano porque piensan que puede mostrar más empatía a su situación es la tercera razón con un 13%.

Si un robot no entiende lo que el usuario necesita, a la mayoría de los consumidores (67%) les gustaría que se les transfiriese directamente a un ser humano. Un poco más de un cuarto (26%) son más indulgentes y están dispuestos a reformular la pregunta o probar sus solicitudes de nuevo.

Infographic5
Fuente: Vecdis. Datos de LivePerson

Sin embargo, en un supuesto escenario en el que un bot fuera igual de exacto y preciso que un agente de atención al cliente humano, la mayoría de los consumidores (55%) preferirían al bot en lugar de al humano.

[section label=”El riesgo de ser malinterpretado es una preocupación” anchor=”El riesgo de ser malinterpretado es una preocupación”]

El riesgo de ser malinterpretado es una preocupación

El riesgo de ser malinterpretado puede ser una preocupación, pero algunos consumidores, especialmente los de Europa, informaron que ocasionalmente mienten o exageran cuando hablan con un agente de atención al cliente para obtener lo que quieren. Cosa que con los bots no funciona.

Aunque una gran mayoría de los estadounidenses afirman que “nunca” mienten a los agentes de atención al cliente, muchos consumidores en Alemania (58%), Francia (57%) y Japón (47%) dicen que ocasionalmente sí que lo hacen.

Fuente: Vecdis. Datos de LivePerson
Fuente: Vecdis. Datos de LivePerson

Los millennials están entre los que más mienten o manipulan a un agente de atención al cliente para conseguir lo que quieren, el 50% dice que ocasionalmente miente a dichos agentes, en comparación con el 38% del resto de edades que lo hacen.

[section label=”Preferencia por bots con personalidad” anchor=”Preferencia por bots con personalidad”]

Preferencia por bots con personalidad

A medida que las marcas implementan bots en sus estrategias digitales y de atención al cliente, muchos se preguntan si el bot debería tener un nombre o personalidad. El estudio de LivePerson encontró que muchos clientes, especialmente en EE.UU., no les importa si un bot tiene personalidad o un nombre, sin embargo, los consumidores en otros países sí que lo prefieren.

Cerca de la mitad de los encuestados en Alemania (45%), Francia (44%) y Japón (42%) creen que los robots de atención al cliente deben tener nombres y personalidades.

Fuente: Vecdis. Datos de LivePerson
Fuente: Vecdis. Datos de LivePerson

De los encuestados que les gustaría que un bot tuviera una personalidad o no les importara que la tuviera, la mayoría (62%) preferiría que el bot tuviera una personalidad amistosa más que formal o humorística. Sin embargo, la mayoría de los consumidores en Japón (51%) creen que la personalidad de un bot debería ser más formal. En Francia por un lado, un 37% prefieren una personalidad amigable y por otro lado, otro 37% prefieren que sea formal.

Fuente: Vecdis. Datos de LivePerson
Fuente: Vecdis. Datos de LivePerson

Las personalidades menos deseables incluyen humor, brusco, y hip. Sin embargo, los consumidores en Alemania preferirían que tuvieran una personalidad brusca (18%) sobre una humorística (11%).

[section label=”Los bots tienen una gran presencia en Internet” anchor=”Los bots tienen una gran presencia en Internet”]

Los bots tienen una gran presencia en Internet

Por otra parte, según unos datos publicados por Statista, la gran parte del tráfico online está provocado por un bot. En 2016 el 51,8% del tráfico mundial de internet tenía detrás un bot, a diferencia del 48,2% del tráfico generado por usuarios que eran personas.

Esto significa que la presencia de los bots ha aumentado, ya que en 2015 los bots se quedaban con un 47% del tráfico de internet. Aunque ésta no es la primera vez que su participación en internet supera el 50%, ya que en 2012 fue del 51%, en 2013 alcanzó el 61,5% y en 2014 se situó en el 56%.

Fuente: Vecdis. Datos de Statista
Fuente: Vecdis. Datos de Statista

LIVEPERSON. How consumers view bots in customer care. Mayo de 2017. [consultado 31-05-2017]. Disponible en: https://livepersoninc.docsend.com/view/826nkc4

LIVEPERSON. Consumers prefer chatting with customer service bots for simple tasks, new research finds. 12 de mayo de 2017. [consultado 31-05-2017]. Disponible en: https://pr.liveperson.com/index.php?s=43&item=496

SILICON. Mejora la percepción de los bots en atención al cliente. 22 de mayo de 2017. [consultado 31-05-2017]. Disponible en: http://www.silicon.es/mejora-la-percepcion-los-bots-atencion-al-cliente-2339186

STATISTA. Los bots son responsables de más de la mitad del tráfico online. 17 de marzo de 2017. [consultado 31-05-2017]. Disponible en: https://es.statista.com/grafico/8546/los-bots-son-responsables-de-mas-de-la-mitad-del-trafico-online/

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