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Chatbot Survey 2017 | Ubisend

Patricio Cornejo A.
Patricio Cornejo A.

This document summarizes the key findings of a survey on consumers' attitudes towards chatbots. The survey found that while 75% of UK consumers have not used a chatbot before, 57% are aware of them and 35% want to see more companies use them. Over half of consumers prioritize getting the desired outcome when communicating with brands. Additionally, 21% would consider making purchases through a chatbot. The document concludes that as consumers get more accustomed to chatbots, they will expect higher levels of service from brands through these interfaces.

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2017 Chatbot Survey We now live in an on-demand society, time to get prepared.
A PERFECT STORM We are at the start of a perfect storm. Consumer behaviour has shifted from social broadcasting to more personal social messaging. Consumers are looking to access information on- demand, not when brands decide to schedule emails. This storm is being powered by machines (namely artificial intelligence and mobile internet) and while some have been getting a bad rap, in more and more cases technology can keep up with expectations. Consumers no longer want to talk to a business by phone or email; theyve moved to social media and messaging in their personal lives, why not when theyre dealing with a business? Convenience is winning. People do not want to wait or search for an answer, they want the answer to come to them. Brands are being forced to solve problems quickly and efficiently. Some early adopters have caught the publics attention, for instance KLM talks to passengers and The Guardian newspaper publishes through Facebook Messenger. Conversational interfaces, or chatbots, are the fuel for the storm powering personalised, 24/7 communication in any language and any time zone. NEW AGE OF COMMUNICATION At ubisend, we believe we are at the start of a new age in how brands communicate with consumers. We commissioned Morar Consulting to survey 2,000 UK consumers to better understand their attitude towards the rising growth in chatbots. We wanted to find out if consumers were ready and willing to adopt the chatbot trend as freely as brands. Three-quarters (75%) of UK consumers have not yet spoken to a chabot. The majority of consumers are aware of what a chatbot is (57%) and over a third (35%) want to see more companies using chatbots to answer their questions. Our research supports the motivation for brands to adopt chatbot technology. More than half (58%) state that reaching a desired outcome is the most important thing when communicating with a brand and 21% see chatbots as the easiest way to contact companies A REAL IMPACT For brand impact, one in five (21%) would consider purchasing through a chatbot and the overall impression of brands that adopt the technology is positive, with 43% perceiving adopters as innovative and 30% as helpful. The research also uncovered a need for more education around how consumers should engage with chatbots. Two-fifths (40%) say they would not think to engage with a chatbot, or dont know how to use one. Chatbots are the chance to innovate in the customer-brand relationship and to provide a tool to reach consumers on platforms they are already using. This means the experience is completely convenient to the customer and they dont have to change their behaviour. When consumers trust that brands can deliver the experience they demand from chatbots, widespread adoption will take hold. EXECUTIVE SUMMARY PREPARED BY DEAN WITHEY, CEO, UBISEND
TABLE OF CONTENTS 6 Chapter 1 WHAT CONSUMERS WANT 11 Chapter 2 WHATS IN IT FOR BRANDS? 15 Chapter 3 THE ELEMENT OF TRUST 18 Chapter 4 CONCLUSION
2,012 48-59 years old Total Male 16-25 years old Female 26-36 years old 37-47 years old 695 (35%) 1,317 (65%) 165 (8%) 521 (25%) 586 (29%) 431 (21%) 60+ years old 309 (15%) WHO WERE THE RESPONDENTS?
35% 75% 57% THE HEADLINE STATISTICS Three-quarters (75%) of UK consumers have not yet spoken to a chatbot. The majority of consumers are aware of what a chabot is (57%) and over a third (35%) wants to see more companies using chatbots to solve their queries.
WHAT DOES UBISEND DO? WHAT CONSUMERS WANT
1% Reaching the desired outcome Speed Friendly service Ease of experience Being able to contact them at a time that suits me Personal service Other 33% 44% 48% 68% 39% 39% WHATS MOST IMPORTANT TO YOU IN YOUR EXPERIENCE OF COMMUNICATING WITH A COMPANY? The majority of British consumers (68%) say it is reaching the desired outcome, closely followed by ease of experience (48%) and speed (44%). Being able to contact a brand at the time most convenient to them is also important to 39% of UK consumers.
Id prefer to receive an instantaneous answer Having a human interaction isnt important to me Other Chatbots are the easiest way to contact companeies Its a more fun experience 19% 21% 69% 15% 4% WHY WOULD YOU CONSIDER ASKING A CHATBOT BEFORE ENGAGING WITH A HUMAN? Its interesting to see the reasons why consumers would be most encouraged to engage with a chatbot. Nearly 70% want instant answers to their questions and over one fifth (21%) see a chatbot as the easiest way to contact a company.
WHICH OF THE FOLLOWING WOULD YOU MOST USE A CHATBOT FOR? The answers make it clear that consumers want chatbots to be purely functional and offer practical solutions rather than engaging a consumer with in-depth conversations about a brand 15% For answers about services such as opening hours For recommendations based on what I need To receive updates about a business To receive offers and deals To purchase goods and services For resolutions to a complaint For fun 15% 22% 40% 69% 21% 18% 7% For advice about trends and products To receive blog posts or other marketing Other 7% 14%
THE MOST TRAINABLE, OPTIMISABLE AND SCALABLE MEMBER OF STAFF A BRAND CAN HAVE TO AI OR NOT TO AI From fully AI-driven personas to raw conversion optimised eccommerce solutions, a chatbot can be as custom and niche as a brand requires. According to the respondents of this survey, the consumers do not care. They are not bothered about how smart the chatbot is, how it connects to services or how cleverly it accesses data from a brands CRM. All they want is the answer to their question. ON DEMAND Consumers want and will start to demand an immediate response to their questions, and they want the reply via the channel they prefer to use. A brands chatbot should enable communication with any person, anytime, in any language, anywhere in the world through every available digital communication channel. FUN IS STILL IMPORTANT Before creating a chatbot, brands need to think about the vocabulary, linguistic personality and persona to make sure its right for their audience. Getting this correct may lead to whole new business opportunity across sectors. Chatbot technology is a great way to delight users while providing a fun tool for answering questions quickly, efficiently and correctly. As a fun question, we asked consumers: Which of the following brand characters would you most like to see made into a chatbot? The top five results, in order: 1: Compare the Market meerkats 2: Andrex puppies 3: Nespressos George Clooney 4: M&Ms 5: Ronald McDonald TOP FIVE CHARACTERS
WHAT DOES UBISEND DO? WHATS IN IT FOR BRANDS?
If youre happy to purchase goods or services through a chatbot, how much would you be willing to spend in this way? 贈481.15 贈353.41 26-36 year olds were willing to spend the most, purchasing goods or services up to the value of 贈481.15 via a chatbot. In second place were 37-47 year olds, willing to spend up to 贈353.41 via a chatbot. ONE IN FIVE (21%) UK CONSUMERS WOULD CONSIDER PURCHASING GOODS AND SERVICES FROM A CHATBOT, AND WOULD BE WILLING TO SPEND AN AVERAGE OF 贈314.74 A NEW CHANNEL FOR GENERATING REVENUE
HOW DO YOU PERCEIVE COMPANIES THAT OFFER A CHATBOT? The overall impression of brands that adopt chatbots is a postitive one, with 43% of UK consumers saying they perceive companies that use chatbots as innovative and 22% see them as more efficient in their customer service. 12% Innovative Helpful More efficient Less personal in their service Gimmicky Fun Exciting 17% 30% 35% 43% 23% 22% Fake Other 5% 6%
POSITIVE AFFECT ON THE BOTTOM LINE While chatbots must make customer experience efficient and reliable, the best chatbots should also delight users. They will not only deliver the excellent customer service needed, but they will offer a novel experience that cannot be delivered by any other means of digital contact.
WHAT DOES UBISEND DO? THE ELEMENT OF TRUST
21% said the chatbot was fun to talk to. WHAT WAS YOUR EXPERIENCE OF TALKING TO A CHATBOT LIKE? Despite the majority of consumers having had positive experiences with chatbots, 21% of UK consumers had a negative experience with 12% reporting that the chatbot didnt respond with the right information and 9% saying that the chatbot was clunky and difficult to use . 12% said the chatbot sent the wrong information. 9% said the chatbot was clunky and difficult to use.
The research also uncovered a need for more education around how consumers should engage with chatbots. Two-fifths (40%) said they would not think to engage with a chatbot, or dont know how to use one. MORE EDUCATION
NOW IS THE TIME JOHN CHAMBERS CEO CISCO More than one-third of businesses today will not survive the next 10 years. ITS HAPPENING NOW The conditions are ripe for chatbots. A perfect storm has been created where humans are willing to talk to businesses via new channels, and technology can match consumers expectations of how brands should interact. While chatbots must make customer experience efficient and reliable, the best chatbots will also delight. A brand persona can be brought to life through a chatbot and this creativity helps increase brand recall. For the first time, brands can have personalised, two-way conversations in real time, at scale. As more people become accustomed to talking to chatbots, there will be an increase in the level of service they expect from brands. THE FUTURE IS BRIGHT Consumer trust in chatbots will come when brands can deliver a good experience. In 2017, people dont expect to have in-depth, human-like conversations with automated technology such as Alexa they just want to be able to get the information they need, quickly. Looking forward, when consumers trust that brands can deliver the experience they demand from chatbots, widespread adoption will take hold. Isnt it time your brand had a voice?
GET IN TOUCHFIND US WWW.UBISEND.COM m.me/ubisend info@ubisend.com 0800 009 6180 Ubisend Ltd St James Mill, Norwich, NR3 1SH United Kingdom
Chatbot Survey 2017 | Ubisend

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Chatbot Survey 2017 | Ubisend

  • 1. 2017 Chatbot Survey We now live in an on-demand society, time to get prepared.
  • 2. A PERFECT STORM We are at the start of a perfect storm. Consumer behaviour has shifted from social broadcasting to more personal social messaging. Consumers are looking to access information on- demand, not when brands decide to schedule emails. This storm is being powered by machines (namely artificial intelligence and mobile internet) and while some have been getting a bad rap, in more and more cases technology can keep up with expectations. Consumers no longer want to talk to a business by phone or email; theyve moved to social media and messaging in their personal lives, why not when theyre dealing with a business? Convenience is winning. People do not want to wait or search for an answer, they want the answer to come to them. Brands are being forced to solve problems quickly and efficiently. Some early adopters have caught the publics attention, for instance KLM talks to passengers and The Guardian newspaper publishes through Facebook Messenger. Conversational interfaces, or chatbots, are the fuel for the storm powering personalised, 24/7 communication in any language and any time zone. NEW AGE OF COMMUNICATION At ubisend, we believe we are at the start of a new age in how brands communicate with consumers. We commissioned Morar Consulting to survey 2,000 UK consumers to better understand their attitude towards the rising growth in chatbots. We wanted to find out if consumers were ready and willing to adopt the chatbot trend as freely as brands. Three-quarters (75%) of UK consumers have not yet spoken to a chabot. The majority of consumers are aware of what a chatbot is (57%) and over a third (35%) want to see more companies using chatbots to answer their questions. Our research supports the motivation for brands to adopt chatbot technology. More than half (58%) state that reaching a desired outcome is the most important thing when communicating with a brand and 21% see chatbots as the easiest way to contact companies A REAL IMPACT For brand impact, one in five (21%) would consider purchasing through a chatbot and the overall impression of brands that adopt the technology is positive, with 43% perceiving adopters as innovative and 30% as helpful. The research also uncovered a need for more education around how consumers should engage with chatbots. Two-fifths (40%) say they would not think to engage with a chatbot, or dont know how to use one. Chatbots are the chance to innovate in the customer-brand relationship and to provide a tool to reach consumers on platforms they are already using. This means the experience is completely convenient to the customer and they dont have to change their behaviour. When consumers trust that brands can deliver the experience they demand from chatbots, widespread adoption will take hold. EXECUTIVE SUMMARY PREPARED BY DEAN WITHEY, CEO, UBISEND
  • 3. TABLE OF CONTENTS 6 Chapter 1 WHAT CONSUMERS WANT 11 Chapter 2 WHATS IN IT FOR BRANDS? 15 Chapter 3 THE ELEMENT OF TRUST 18 Chapter 4 CONCLUSION
  • 4. 2,012 48-59 years old Total Male 16-25 years old Female 26-36 years old 37-47 years old 695 (35%) 1,317 (65%) 165 (8%) 521 (25%) 586 (29%) 431 (21%) 60+ years old 309 (15%) WHO WERE THE RESPONDENTS?
  • 5. 35% 75% 57% THE HEADLINE STATISTICS Three-quarters (75%) of UK consumers have not yet spoken to a chatbot. The majority of consumers are aware of what a chabot is (57%) and over a third (35%) wants to see more companies using chatbots to solve their queries.
  • 6. WHAT DOES UBISEND DO? WHAT CONSUMERS WANT
  • 7. 1% Reaching the desired outcome Speed Friendly service Ease of experience Being able to contact them at a time that suits me Personal service Other 33% 44% 48% 68% 39% 39% WHATS MOST IMPORTANT TO YOU IN YOUR EXPERIENCE OF COMMUNICATING WITH A COMPANY? The majority of British consumers (68%) say it is reaching the desired outcome, closely followed by ease of experience (48%) and speed (44%). Being able to contact a brand at the time most convenient to them is also important to 39% of UK consumers.
  • 8. Id prefer to receive an instantaneous answer Having a human interaction isnt important to me Other Chatbots are the easiest way to contact companeies Its a more fun experience 19% 21% 69% 15% 4% WHY WOULD YOU CONSIDER ASKING A CHATBOT BEFORE ENGAGING WITH A HUMAN? Its interesting to see the reasons why consumers would be most encouraged to engage with a chatbot. Nearly 70% want instant answers to their questions and over one fifth (21%) see a chatbot as the easiest way to contact a company.
  • 9. WHICH OF THE FOLLOWING WOULD YOU MOST USE A CHATBOT FOR? The answers make it clear that consumers want chatbots to be purely functional and offer practical solutions rather than engaging a consumer with in-depth conversations about a brand 15% For answers about services such as opening hours For recommendations based on what I need To receive updates about a business To receive offers and deals To purchase goods and services For resolutions to a complaint For fun 15% 22% 40% 69% 21% 18% 7% For advice about trends and products To receive blog posts or other marketing Other 7% 14%
  • 10. THE MOST TRAINABLE, OPTIMISABLE AND SCALABLE MEMBER OF STAFF A BRAND CAN HAVE TO AI OR NOT TO AI From fully AI-driven personas to raw conversion optimised eccommerce solutions, a chatbot can be as custom and niche as a brand requires. According to the respondents of this survey, the consumers do not care. They are not bothered about how smart the chatbot is, how it connects to services or how cleverly it accesses data from a brands CRM. All they want is the answer to their question. ON DEMAND Consumers want and will start to demand an immediate response to their questions, and they want the reply via the channel they prefer to use. A brands chatbot should enable communication with any person, anytime, in any language, anywhere in the world through every available digital communication channel. FUN IS STILL IMPORTANT Before creating a chatbot, brands need to think about the vocabulary, linguistic personality and persona to make sure its right for their audience. Getting this correct may lead to whole new business opportunity across sectors. Chatbot technology is a great way to delight users while providing a fun tool for answering questions quickly, efficiently and correctly. As a fun question, we asked consumers: Which of the following brand characters would you most like to see made into a chatbot? The top five results, in order: 1: Compare the Market meerkats 2: Andrex puppies 3: Nespressos George Clooney 4: M&Ms 5: Ronald McDonald TOP FIVE CHARACTERS
  • 11. WHAT DOES UBISEND DO? WHATS IN IT FOR BRANDS?
  • 12. If youre happy to purchase goods or services through a chatbot, how much would you be willing to spend in this way? 贈481.15 贈353.41 26-36 year olds were willing to spend the most, purchasing goods or services up to the value of 贈481.15 via a chatbot. In second place were 37-47 year olds, willing to spend up to 贈353.41 via a chatbot. ONE IN FIVE (21%) UK CONSUMERS WOULD CONSIDER PURCHASING GOODS AND SERVICES FROM A CHATBOT, AND WOULD BE WILLING TO SPEND AN AVERAGE OF 贈314.74 A NEW CHANNEL FOR GENERATING REVENUE
  • 13. HOW DO YOU PERCEIVE COMPANIES THAT OFFER A CHATBOT? The overall impression of brands that adopt chatbots is a postitive one, with 43% of UK consumers saying they perceive companies that use chatbots as innovative and 22% see them as more efficient in their customer service. 12% Innovative Helpful More efficient Less personal in their service Gimmicky Fun Exciting 17% 30% 35% 43% 23% 22% Fake Other 5% 6%
  • 14. POSITIVE AFFECT ON THE BOTTOM LINE While chatbots must make customer experience efficient and reliable, the best chatbots should also delight users. They will not only deliver the excellent customer service needed, but they will offer a novel experience that cannot be delivered by any other means of digital contact.
  • 15. WHAT DOES UBISEND DO? THE ELEMENT OF TRUST
  • 16. 21% said the chatbot was fun to talk to. WHAT WAS YOUR EXPERIENCE OF TALKING TO A CHATBOT LIKE? Despite the majority of consumers having had positive experiences with chatbots, 21% of UK consumers had a negative experience with 12% reporting that the chatbot didnt respond with the right information and 9% saying that the chatbot was clunky and difficult to use . 12% said the chatbot sent the wrong information. 9% said the chatbot was clunky and difficult to use.
  • 17. The research also uncovered a need for more education around how consumers should engage with chatbots. Two-fifths (40%) said they would not think to engage with a chatbot, or dont know how to use one. MORE EDUCATION
  • 18. NOW IS THE TIME JOHN CHAMBERS CEO CISCO More than one-third of businesses today will not survive the next 10 years. ITS HAPPENING NOW The conditions are ripe for chatbots. A perfect storm has been created where humans are willing to talk to businesses via new channels, and technology can match consumers expectations of how brands should interact. While chatbots must make customer experience efficient and reliable, the best chatbots will also delight. A brand persona can be brought to life through a chatbot and this creativity helps increase brand recall. For the first time, brands can have personalised, two-way conversations in real time, at scale. As more people become accustomed to talking to chatbots, there will be an increase in the level of service they expect from brands. THE FUTURE IS BRIGHT Consumer trust in chatbots will come when brands can deliver a good experience. In 2017, people dont expect to have in-depth, human-like conversations with automated technology such as Alexa they just want to be able to get the information they need, quickly. Looking forward, when consumers trust that brands can deliver the experience they demand from chatbots, widespread adoption will take hold. Isnt it time your brand had a voice?
  • 19. GET IN TOUCHFIND US WWW.UBISEND.COM m.me/ubisend info@ubisend.com 0800 009 6180 Ubisend Ltd St James Mill, Norwich, NR3 1SH United Kingdom