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At first, emerging technologies can be relatively static with no clear applications. We often hold on to them and wait for technologies to evolve and increase in relevancy so that when a related need arises, we have the technology readily available to implement as a solution. Chat bots are a great example of one of these technologies, especially as we find the need for more contactless, remote customer experiences. Companies are now using chat bots to create humanized customer experiences to engage and support their customers.
We must understand that customers often do not have confidence in utilizing conversational technologies. As such, it’s important that companies be very clear about what their technologies are capable of to build trust with customers. Once the expectation is set, organizations must then give their customers the choice about whether or not they want to use the technologies available. There are multiple dynamics that companies need to get right when it comes to using these technologies, and when assumptions are made or certain aspects of the customer experience are neglected, that's when the relationship between the company and their customers can begin to degrade.
Fellow, Customer Experience
Jason has a PhD in Human-Computer Interaction from Virginia Tech and is a leader in the CX Practice Area at CapTech. He has over 17 years of UX/CX experience, helping companies design systems that are more effective for customers.
