When it comes to your brand’s bot, you might take an “If you build it, they will come,” approach—launch your bot, direct people to it, and let the A.I. take care of the rest.
Recently published in the Journal of the American Medical Informatics Association, the study finds that, “There is a gap between how users perceive chatbots’ and human agents’ abilities.”
But the study goes on to find that, “When chatbots are perceived to provide the same service quality as human agents, users are more likely to see them as persuasive, be more satisfied, and be more likely to use them.”
“Therefore, to offset users’ biases, a necessary component in deploying chatbots for COVID-19 screening is a strong messaging campaign that emphasizes the chatbot’s ability,” the study says.
So when it comes to your bot, it isn’t enough to “set it and forget it.” Your marketing and outreach campaign needs to assure users that your bot delivers the same information as a human agent, just as effectively—or even MORE effectively.