”Är det detta du menar? – Nej, det är det verkligen inte!” En analys av konsumenters missnöje vid möten med chatbots i kundtjänst

Sammanfattning: Chatbots are increasingly being adapted as substitutes to humans in customer service. As the level of adoption increases, it becomes more important to understand the phenomenon of robots replacing humans – a new chapter in the rising digital world. Earlier research has explored and aroused criticism against the trend of automation and digitalization, urging companies to move towards a more customer centric model, and literature regarding the implementation of chatbots has highlighted the need of investigating customers' insights and experiences of their encounters with the bots. By conducting a study consisting of several in-depth interviews with customers who have experienced issues when interacting with chatbots in customer service, our research demonstrates that consumers criticizes chatbots mainly because of their lack of quality and ability to understand the customer. It is shown that consumers are at risk of getting stuck in loops due to misunderstandings, and therefore becoming dissatisfied and frustrated with the service. In the future, chatbots may, like several digital solutions have before, develop in quality and thus achieve what is required of them in customer service matters. Still, there is a risk that the disadvantages of chatbots as opposed to humans will remain despite technological improvements. This is because chatbots contribute to a sense of coldness and lack of human senses, such as empathy. The choice of substituting human labor with digital solutions for cost cutting motives, that makes customers feel unappreciated and distanced, not only comes with consequences that affects customers. It also brings several potential risks for both business and the society as a whole. In a society with high competition among companies, offering qualitative service becomes increasingly important in order to stand out. If customers are not satisfied with the service, they may spread negative word of mouth about the company or even find their way to one of their competitors. The implementation of chatbots also risks creating a distance between companies and customers. If customers do not feel satisfied, they will seek answers to their questions on their own instead of talking to a bot. Feeling neglected, they may even turn away from companies, and the chatbots will therefore contribute to society where people are alienated rather than part of a socialized community. If companies continue to implement chatbots for cost cutting reasons, there is a reason to believe that human service will be viewed as a luxury good in a future not too far away: an aspect that would turn into an ethical issue, and potentially a class issue.