Messaging And Bots: Replacing Call Center Services

Phillip Vaughan

Traditionally, service centers have primarily operated using telephones, and voice communication remains vital for businesses. In the United States, the phone is still the customer service channel customers use most, more often than email, in-person, live chat, mobile app, self-service, search engine, social media, online community, text message, or bot.

According to Microsoft’s “State of Global Customer Service Report” report, 74% of respondents have contacted customer service by phone. Email is the next most popular channel at 62%. About as many people begin a customer service interaction over the phone as start their search online. The phone has the widest reach of any channel – in fact, it can reach every customer.

However, in the business-to-consumer world, we invariably have to cater to different classes of users. Age often determines preferences, and there is growing evidence that using the phone to contact a human agent is not necessarily the first choice for many consumers. For millennials, who have grown up with social media, messaging over appears preferable.

Messaging apps are at the heart of the mobile experience. For instance, 34% of U.S. survey respondents chose messaging as their favorite smartphone feature, according to Fluent. Half of US consumers say they prefer to use some form of messaging for customer service, reports Aspect.

Messaging is a new service channel that is a natural medium for bots. Many businesses are introducing a bot into their customer service mix. According to Jack Kent of IHS Technology, the popularity of messaging apps, like Facebook Messenger, WhatsApp, and WeChat, makes them a logical medium for business.

In April, China Construction Bank (CCB) opened the first fully automated bank branch in China. Located in downtown Shanghai, the groundbreaking bank branch operates entirely without human tellers. An increasing number of shops, restaurants, and offices across China serve humans exclusively with robotic assistants.

Most businesses choose to introduce bots to provide a specific customer service. The quality of these bots varies depending on the provider’s objectives. Many bots are limited in scope and capability because their primary purpose is to test new technology, business process adoption, and user experience.

Bots can resolve customer problems without human intervention. Unlike humans:

  • There are no queues or waiting times – bots can scale to handle as many calls as required.
  • They are available 24/7 – day or night and on the weekends.

Bots have certain advantages when deployed on a messaging channel:

  • They do not have to be downloaded or updated – the customer just connects to the messaging service.
  • The customer can navigate a bot without any special knowledge simply by asking a series of questions. This is ideal for one-time and occasional customers.
  • A bot can manipulate all kinds of media: text, photos, video, and downloads. The customer can upload a picture of a broken product or receive pictures, documents, maps, etc. to solve their issue.
  • The service operates on the user’s timeframe, and a record of the transaction can be maintained.

By combining bots with transformative technologies like blockchain and Big Data, the customer service industry can delight customers and lower costs at the same time.

Download the new white paper to learn what happens when technology, people, and data combine to enable “segment of one” experiences, better predict service needs, proactively engage customers prior to product modifications, and much more. 


Phillip Vaughan

About Phillip Vaughan

Phillip is Senior Director of SAP Leonardo Centre of Excellence for Asia Pacific Japan. He has a broad technology and business consulting background over more than 30 years. Phillip has worked in industry with significant B2C operations, and his interest is in artificial intelligence and machine learning solutions. He has a masters-level tertiary qualifications in Management and Science from the University of Sydney and Australian Graduate School of Management. Phillip is an Australian national residing in Singapore.