Fewer than one in six think chatbots help

Survey findings published by the British Standards Institution show that only 15% of Britons polled believed artificial intelligence (AI) bots enhanced their customer service experience, while 41% said it made it worse. Like many service providers, water providers are now employing AI chatbots to handle customer inquiries, complaints, and service requests.

BSI published the results of its poll of more than 2,000 alongside the launch of its new BSI Kitemark for Service Excellence, which has been developed “to reflect the transition of consumer activity to the internet since Covid-19. The Kitemark was launched in a bid to prevent “the erosion of a positive customer service culture.”

According to BSI, the survey, by YouGov on its behalf, showed it was “important for businesses to have a defined and independently certified inclusive service provision specifically designed to meet the needs of vulnerable consumers.”

It said the the findings "indicate the opportunity for brands to get ahead of the curve by investing in the right tools and training the people using them, in order to deliver high-quality support that meets customers’ needs."

BSI said its previous research found that 57% of Britons had knowingly communicated with a service provider online via an automated chatbot, although only 32% knew for sure this used AI. Despite this, 36% now say customer service standards have fallen in the past two years.

BSI said: "the implication is these tools are not sufficient alone to improve the customer experience, and 35% say they do not think there are any benefits. While 42% agree AI is ideal for simple complaints, 68% said it was unsuitable for complex queries."

It added: "The importance of customer service has also been highlighted by key regulators including Ofgem, who last year advised that “a critical part of an energy supplier’s role” included making it easy for customers to contact them, manage their bills and seek assistance if they are struggling to pay. Ofwat and the FCA have also raised this issue."