Often hailed as the future of customer engagement, bots signal a new age of self-service
proficiency. They free up human resources while delivering operational efficiency and driving high-
quality customer service. But are bots truly new, and are they the magic bullets they’re being touted
to be? Or are they more the next evolutionary step in the automated solutions we’ve been selling for
The underlying code that enables a bot to do its job has been a fundamental element of the contact
center since some of the industry’s earliest systems. For decades, in fact, it was known as IVR.
Now, as automated-response bots evolve and take on a larger role in the marketplace, the emphasis
on “interactive” is increasing. it’s important that channel partners understand how to sell customer-
engagement solutions in the current omnichannel environment to help B2C customers meet demand
from tech-savvy consumers.
How Do We Define a Bot?
An internet bot is a software application that executes automated tasks (or scripts) over the internet.
Whether you call them chatbots, smartbots or AI-bots, they deliver the ability to dynamically interact
with customers based on user input. They typically perform simple, structurally repetitive functions
with greater rapidity – and often, greater accuracy – than a human.
Automation in the contact center stems from intelligent routing and queuing systems that apply
algorithms and logic to connect a customer with the most appropriate agent. These inputs are most
frequently made through IVR, but when the system is able to identify the user – via login, Internet
cookies or other unique information – modern platforms can fine-tune routing and queuing based on
personal information and customer history. Even so, this level of automation relies primarily on a
database of scripts and logical responses to common queries and keywords, much like IVR systems.
Customers are able to receive faster and somewhat more personalized responses from internet
bots, which deliver incremental improvement over IVR in terms of customer satisfaction.
However, bots haven’t evolved to the point where they’re undetectable — at least, not yet. It’s still
fairly easy for consumers to realize when they’re not interacting with a live human being, which may
breed discontent. In fact, consumers have exhibited a certain distaste toward IVR systems, mainly
because they’re considered impersonal. Early bot implementations have often met with similar
customer fatigue as IVR systems, even if they perform more efficiently.
What About AI?
We define artificial Intelligence (AI) in the contact center as “machines that draw on multiple data
sources, such as customer history, sentiment ratings and browsing history.” The software analyzes
information to create a more complete profile of the customer, then uses this profile to intelligently
automate and individualize processes — including customer conversations. The latest bots can even
recognize … their limitations and escalate customers to a live agent when necessary. Other terms related
to these AI applications include buzzwords such as “machine learning” and “AI-bots.”
These systems can deliver highly individualized service, conserving human resources while
enhancing customer satisfaction. Let’s keep in mind that superior customer engagement is always
the end goal of artificial intelligence and automation. Contact-center solutions must deliver
satisfactory outcomes. A report from New Voice Media reveals that an estimated $62 billion is lost by
U.S. companies each year due to bad customer experiences.
Bots tend to be applied to non-voice channels such as chat and email, making them relevant to
the omnichannel customer engagement experience that many contact centers hope to implement.
While voice is still the primary means of communication in the contact center (up to 68 percent of
interactions, according to data from Salesforce.com), text messaging is gaining momentum as a
preferred medium for customer service. A great window of opportunity exists in applying advanced
bot technology to text messaging in a contact-center environment. But the challenge for bots is clear:
They need to transcend the typical IVR experience and evolve to a more conversational, specialized
style of interaction. That will drive the self-service paradigm forward while maintaining the highest
level of service for customers, the true goal of any contact-center solution.
As for artificial intelligence, or “learning” bots in the contact center, the industry hasn’t quite evolved
to this level yet. However, with recent advances in speech analytics and AI in other areas of
technology, the time may be near when we’ll see this technology in the contact-center market,
facilitating even more personalized service through cost-effective, automated technologies.
Whether we define these models as breakthroughs or new incarnations of well-worn tools like IVR,
it’s the task of integrators, resellers and dealers in the channel to stay up to date on contact-center
advances and deliver these capabilities to customers.