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Integrate Your Way to a Better Self-Service Experience

By Mandy Reed, Global Head of Marketing

If you give visitors to your website the option to self-serve with a chatbot or virtual agent, kudos to you for recognising the importance of easily accessible digital support! Both current and potential customers appreciate being able to engage with automated self-service anytime, anywhere. However, what they don’t appreciate is thinking they are going to have an easy self-serve experience only to discover your chatbot is ill-equipped to handle anything beyond a simple question and answer pair.

I’ve been in the chatbot and virtual agent field for over 13 years and have the privilege of working with many colleagues who have over two decades of experience with the technology. Back in the early days, all chatbots were very simple question and answer tools. Rachel Freeman, Operations Director at Creative Virtual, has talked about starting in the industry in 2000 “when the focus was marketing and the novelty of the service was almost as important as the aim to increase ‘website stickiness’.” Major advancements in the technology have propelled the capabilities of today’s chatbots far ahead of those early deployments.

Unfortunately, there are still many chatbot platforms on the market that operate as simple question and answer tools with very limited conversational capabilities and integration options.  While there are specific use cases for these types of bots, quality customer self-service is no longer one of them. You will never be able to deliver the experience customers are looking for if you don’t have a tool built with an advanced conversational AI technology and the ability to be integrated with other systems.

Why is the ability to integrate your chatbot or virtual agent with other backend systems so important? Without those integrations, you are unable to deliver personalised responses for authenticated users. You can’t seamlessly escalate users from the virtual agent to a live chat agent. You don’t even have the option to deliver updates in real-time from external information feeds. All these pieces of functionality are now part of users’ expectations when they engage with your chatbot.

Given those expectations, what sort of systems should you consider integrating with your conversational AI tool? The integrations you select will depend on your self-service use cases and customer needs. Think about integrating with live chat, CRMs, voice technologies, knowledge management platforms, digital payment systems, community forums, ticketing systems, user survey tools, and contact centre platforms. Your goal should be to implement integrations that enable both you and your users to fully take advantage of the benefits of today’s conversational AI capabilities.

The big question then is: how should you go about upgrading your simple Q&A bot to an effective and integrated conversational AI tool? An obvious first step is to determine if your current chatbot platform supports the integrations you want. If not, find a more advanced platform that will allow you to create those connections. Jumpstart your upgraded tool by repurposing what you already have with your current project.

Once you have a chatbot management platform that gives you the integration and customisation options you need, don’t feel pressured to do everything at once. Take a staged approach, starting with the integrations that will have the biggest impact on improving your self-service experience. Then gradually add additional functionality to create a tool that is built for your specific needs and goals. Don’t forget to periodically review your conversational AI plan and make adjustments as your business and customer needs evolve.

We all know from our own personal experiences as customers how influential the support engagements we have with a company can be in our purchasing decisions. Take a few minutes to test your organisation’s digital self-service from that perspective. Are you delivering a seamless and personalised experience with your chatbot or virtual agent? If not, then it’s time to revisit your conversational AI strategy and identify what integrations could improve your self-service.

Gone are the days of siloed, disconnected customer service chatbots. To deliver the conversational AI engagement customers want, expect, and appreciate, you must integrate your way to a better self-service experience.