Improving Customer Complaint Process with Chatbots

This report discusses the use of chatbots to improve the customer complaint process for an Australian web shop. It includes a flowchart of the current complaint system, an improved version with chatbot option, and a description of chatbots and their advantages and disadvantages. The report also covers implementation and delivery issues, as well as risks associated with chatbots.

IT AND BUSINESS
PROCESS
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Flowchart of current complaint system of company...................................................................3
1. Flowchart diagram for customer complaint process................................................................4
2. Improved customer complaint process which involves chat bot option..................................5
3. A) Description about chat bots and their utilisation to improvise the customer services........9
B) Advantages and disadvantages of using Chat bots in company...........................................10
C) Key implementation and delivery issues about chat bot.......................................................11
D) Risks associated with the chat bots.......................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Business process modelling refer as the graphical representation which shows the
company’s profile and its workflow for identifying the requirement for improvements. It can be
done through distinct graph modes that are flow charts, data flow representation (Adamopoulou
and Moussiades, 2020). Flowchart gives the clear images of the separate steps in a sequential
manner, it is the generic tool which can be used for various purpose also used to describe the
different processes as manufacturing or service process. Following report will discuss the
scenario where Australian web shop sells the high quality construction and safety products. They
have been facing the issue, as many customers are complaining about their products quality. This
report will highlight the flowchart diagram and improvised customer complaint process. It
further discusses the chat bots and how they can be used for improvising customer service, also
discuss the advantages and disadvantages of using chat bots and risks that are linked with the
chat bots.
MAIN BODY
Flowchart of current complaint system of company
3

It is clearly seen that in current complaint system there is no transparency as well as
customers can only contacts through email and telephones.
1. Flowchart diagram for customer complaint process

2. Improved customer complaint process which involves chat bot option
5

Above flowchart shows the better version of the complaint process with the use of chat
bot as it helps in providing response in short time so that customer query can be solved within a
time.
7

This is the chat feature example where the customer can easily go through the
organisational website where they can easily access the chat option. Thus by clicking on chat
option they can easily chat with the company so that their queries can be solved easily.
3. A) Description about chat bots and their utilisation to improvise the customer services
Chat bots refer as the conversational tools that lay out the routine tasks in appropriate or in
efficiently manner. It is the software application that are arranged in order to perform the bon
line chat via text to speech, as businesses using this software to improvise the customer
experience (Hadi, 2019). Chat bot helps in automating the conversation between the customer
and company and they can easily send and receive the messages. Mostly firms use this to provide
the on time and quick solution to customer’s query so that their issues can be resolved in mean
time and they again make purchase from the particular organisation. Chat bots are utilised in the
dialogue system for different reason as to provide better services to the customer, request routing
and also to gather the information. Chat bots are able to improvise the customer journey with
their interactive services as they respond quickly to the question that are asked by the customers.
For every organisation customer are their major role player in their success, thus with the help of
this chat bot they can easily proceed to provide the on time solution for their queries which
makes them to retail and remain loyal with the company.
Chat bots are very supportive as it provides the 24x7 services, it also enables the
organisation to engage with their customers, and to provide them instant response throughout the
year (Jeong and Seo, 2019). Thus Australian web shop can also proceed to use such chat bot
service which helps them in providing the better convenient services so that their customer will
not have to wait for longer to get the response from their side. Also it helps the organisation to
save their money as they don’t have to invest on the living agent to sit at back end to provide the
response to customer request. It is not possible for the humans to sit longer to solve the audience
query, thus bots help in providing the services without making the other person waiting for long
time. Chat bots provides the same communication experience as they tap onto the stored
information to catch the data about the consumer preferences. It makes it easy for solving the
problem immediately (Kvale and et.al 2020). Chat bot also supports the businesses to develop
brand loyalty by analysing the consumer needs and navigate them there. As the more chat bot act
like humans and natural then it will get easier to transforms the visitor into the consumers.
9

B) Advantages and disadvantages of using Chat bots in company
There are many benefits which the chat bot offers which are as follows:
Facilitates the seamless communication: No one will want to sit longer for finding solution, as
for the company if the customer has the issue with their products then it is obvious that they will
expect for rapid solution. Thus Australian web shop can proceed to integrate chat bot with their
system, it will help them in engaging their customers with their system and they can easily solve
their customer’s query by providing real time solution.
Reduce the time consuming factor: Major advantage which the chat bot offer is they frequently
take over the repetitive tasks which are currently performed by the customer care team. As bot
never complaint like humans and they are programmed to provide the better and continue
solution to customer query. Therefore, they are the better alternatives to provide the customer
satisfaction.
Help in growing business: Chat bots help in expanding the business by reaching to the more
audience and to develop the potential customer base (Prabu and et.al 2020). From marketing to
sales and to consumer experience, bots cooperates with improvising and enhancing every
organisational operation. It improves the customer engagement by developing the personalised
interactions with the consumer.
Disadvantages are-
Along with the many advantages there are some disadvantages also found regarding
using of chat bots-
Limitation in the consumer response: Although chat bots provides the better and fast response
but it is not possible for the simple chat bot to provide the better response. Therefore, some chat
bot are designed for only limited response, thus in such scenario customers are not able to find
the answer which they are searching for.
Consumer can gets frustrated: As some of the chat bot works from the limited type of the
database, in short if they get confused then the whole conversation run into the circle which can
frustrate the consumer (Schmidt, 2018). If the consumer does not find the solution for their
problem, then in such they will not return back to company’s organisation.
Chat bots are expensive: Installing a chat bot is quite expensive, as to use the complex chat bot
which are able to provide the limitless services then it costs more. As installing of the artificial

intelligence requires the lots of testing and other resources which takes more time as well as
money.
C) Key implementation and delivery issues about chat bot
Technologies are always supportive when they are implemented righteously and leveraged
across the company. Implementation of chat bots are associated with the challenges. As without
the robust bot processes and being aware of the factors such as governance, privacy policies
organisations are not able to successfully implement their chat bot strategies. Therefore, it is
important for the Australian web service to follow all the factors to make successfully
implementation of the chat bot (Sebastian and Nugraha, 2021). Key implementation and
delivery issues are-
Chat bot security: As consumers are more sensitive with their data protection, thus in such it is
crucial for developing the chat bot which can ensure the data privacy of the consumer. As Chat
bot collects the data and transfer it over the network, in such it is important for the firm to use
safe network to prevent the data from any malicious activity.
Chat bot fails to understand the user query: There are many time when the chat bot fails to
meet the customer requirement as they stuck into the middle of the conversation. Augmented
chat bot really fails as they are created on the limited database.
Expensive implementation: Without prior knowledge and understanding to develop the chat bot
can cost more. As for the customised chat bot they require more time and also requires the good
understanding in technological implementation.
Chat bot fails in code switch: Natural programmed chat bot are not able to understand the mix
of the languages, dialects as they are built on the specific type of languages. Therefore, for
solving this issue Australian web can proceed to train or programmed their chat bot with the
multiple language so that it can easily solve the query of the consumer.
Omni channel expectation: Consumer expect more from the chat bot as most of the chat bot
fails to use the Omni channel which is also a issue for the company (Sidaoui, Jaakkola and
Burton, 2020). Therefore, company can proceed to programme the chat bot so that they support
the Omni channel and provide better and on time solution to customers.
11

D) Risks associated with the chat bots
Though chat bot is the great innovation of the AI, still it has the lots of potential risks that
are associated with it which are as follows:
Highly error prone: As chat bot are the software system that means they are not able to gran the
variations in the human conversations. Thus it gives the high error answer and also results in
customer dissatisfaction. Therefore, for the Australian web shop it is important to make sure that
their bots are well programmed and implemented, otherwise they will have to face the customer
dissatisfaction.
Reliability issue: With the use of advanced machine learning technology chat bots are highly
proficient and skilled to imitate the human conversation, it is advantage but it also gives the
chances to the hackers to misuse it for their own benefits. As hackers can easily use it to
convince the people for sharing their personal data. Thus it is the major risk which is linked with
the chat bot.
Security risks: Security issues comes into the two categories which are threats and
vulnerabilities. As threats which the chat bot can pose involves the impersonating the others and
to theft the data (Trivedi, Gor and Thakkar 2019). On the other hand vulnerabilities can be that
system can compromised which cannot be easily mitigated. As sometime system can become
highly vulnerable and open for the attacks, which cannot be easily maintained. Thus it is
important for the companies to well program the chat bot and continually make the updates in
order to prevent from any vulnerabilities and security issues.
Data managing on chat bot place: While using the track it is essential for the businesses to
track the user data and follow the policies as how the data can be collected and managed. Thus
people trusts the chat bot which can lead to many issues as data theft and privacy violation.
Accuracy is another problem with the chat bot technology as it is found that chat bot usually
makes the mistakes in speech recognition. Thus it is also important for the Australian web shop
to ensure better encryption for every chat and to make sure it maintains the digital data security.
Thus it will help them to earn the trust of customer which is good for their successful business
(Wibowo, Clarissa and Suhartono, 2020).

CONCLUSION
From the above report it is concluded that business data modelling can give the better
diagrammatic representation. Flowchart are efficient in providing the sequential information
which is helpful in developing the better understanding. Above report have illustrated the
description about the organisational customer complaint system, it covers the current customer
complaint process system and further involved the enhanced version. Report further illustrated
the description of chat bots and how they can be implemented to provide better customer
services. It also discussed its advantages and disadvantages of using chat bots. It lastly concluded
with the implementation and delivery issues that are linked with the chat bot for the organisation
which also covers the factors that are chat bot security and other expensive implementation
factor. It finally discussed the several risks which are embedded with the chat bot.
13

REFERENCES
Books and journals
Adamopoulou, E. and Moussiades, L., 2020, June. An overview of chatbot technology. In IFIP
International Conference on Artificial Intelligence Applications and Innovations (pp.
373-383). Springer, Cham.
Hadi, R., 2019. When Humanizing Customer. NIM Marketing Intelligence Review, 11(2), pp.31-
30.
Jeong, S.S. and Seo, Y.S., 2019. Improving response capability of chatbot using twitter. Journal
of Ambient Intelligence and Humanized Computing, pp.1-14.
Kvale, K. and et.al 2020, November. Understanding the User Experience of Customer Service
Chatbots: What Can We Learn from Customer Satisfaction Surveys?. In International
Workshop on Chatbot Research and Design (pp. 205-218). Springer, Cham.
Prabu, M. and et.al 2020. Enhancing customer service using Chatbot application through
artificial intelligence. Journal of Computational and Theoretical Nanoscience. 17(4).
pp.1633-1637.
Schmidt, R.W., 2018. Learning System Customer Service Chatbot. Georgia Institute of
Technology.
Sebastian, D. and Nugraha, K.A., 2021, September. Academic Customer Service Chatbot
Development using TelegramBot API. In 2021 2nd International Conference on
Innovative and Creative Information Technology (ICITech) (pp. 221-225). IEEE.
Sidaoui, K., Jaakkola, M. and Burton, J., 2020. AI feel you: customer experience assessment via
chatbot interviews. Journal of Service Management.
Trivedi, A., Gor, V. and Thakkar, Z., 2019. Chatbot generation and integration: A
review. International Journal of Advance Research, Ideas and Innovations in
Technology. 5(2). pp.1308-1311.
Wibowo, B., Clarissa, H. and Suhartono, D., 2020. The Application of Chatbot for Customer
Service in E-Commerce. Engineering, MAthematics and Computer Science (EMACS)
Journal. 2(3). pp.91-95.