One common area in which companies often face difficulties when implementing omnichannel is when trying to link between the FAQ section of their website and their ai chatbots.
According to a May 2021 survey conducted by Call Centre Japan, the following patterns of user behaviour were observed before contacting a chatbot or LINE bot.
Searched the FAQs on that company’s website (52%)
Researched the company’s website in considerable detail (17%)
Just under 70% of users who make an enquiry have already researched the company’s website to some extent. In other words, customers who could not find a solution by looking at the FAQs on the website are using chatbots.
However, the main role of chatbots is to guide FAQs. Chatbots present the information in the FAQs to customers.
If a customer cannot find an answer to a question in a FAQ, using a chatbot will not solve the problem. Instead, it creates a vicious cycle that makes the customer uncomfortable.
A separate study from the US conducted by Gartner also showed that of the 70% of customers using self-service channels, only 9% could fully resolve their issues using these channels, showing the need for smarter implementation of omnichannel solutions.