Red Barrington, lead tutor at Oxford College of Marketing explains how chatbots are changing the future of customer service and dramatically impact upon customer experience in Bucharest at the "How to differentiate through customer experience event organized by Oxford College of Marketing and Marketing Institute in Bucharest

1. 1Oxford Professional Education Group Ltd
Are Chatbots the Future of Customer
Service?
Red Barrington

2. 2Oxford Professional Education Group Ltd
About Me
• Digital Marketer with over 15 years’
experience.
• Worked with brands such as Vodafone,
Sainsbury’s and Dell.
• Course level manager at the Oxford College
of Marketing.
• Based in Oxfordshire, UK

3. 3Oxford Professional Education Group Ltd
What is a Chatbot?
A computer program that simulates human
conversation, or chat, through artificial
intelligence.

4. 4Oxford Professional Education Group Ltd
Current Customer Service Interactions
1. Find contact info of company through the
Internet
2. Call contact number
3. Navigate through a sequence of touch
tones or semi-functional speech
recognition steps
4. Wait on hold until a specialist is
available
5. Step through a sequence of verifications
to make sure it is truly you who is calling
6. Get told you need to talk with a different
representative and get put on hold while you
are transferred
7. Finally, get an answer to your question

5. 5Oxford Professional Education Group Ltd
The Chatbot Experience
• Open a Messenger
platform and search
for the business name
using its “handle”
• Start the conversation
by making a request
• Receive rich media
feedback (text +
images + hyperlinks +
voice) that answer
your question

7. 7Oxford Professional Education Group Ltd
Chatbots Have Been Around For a While…
• In 1966 computer scientist
named Joseph
Weizenbaum published
ELIZA
• In 2000, SmarterChild was
created – an instant
messaging personal agent

8. 8Oxford Professional Education Group Ltd
Why Are Chatbots Suddenly a Hot Topic?
Convergence of three things:
1. High mobile penetration
2. Rise of messenger apps
3. Rapid advances in AI

9. 9Oxford Professional Education Group Ltd
Why Are Chatbots Suddenly a Hot Topic?
• Facebook launched Bots
for Messenger at their
recent F8 conference
• Businesses can now
access to its API in order
to develop chatbots for
the Facebook
Messenger app

12. 12Oxford Professional Education Group Ltd
How Can Chatbots be Used for Customer
Service?
• Can be used as an additional customer
service channel.
• Can automate low value tasks – focusing on
those that really add value.
• Can gather information for eventual
interaction with a human rep.

14. 14Oxford Professional Education Group Ltd
Key Benefits
• Enables rapid customer service – 24/7.
• Organisations can engage with customers in a
place they spent the most time.
• Reduced need to validate person or data.
• Enables a consistent experience and can
reduce chance of human error.
• Extremely cost effective
• They can incorporate media, provide detailed
descriptions of items, services or features.

15. 15Oxford Professional Education Group Ltd
Will Chatbots Mean the End of Customer
Service Reps?
In one word, no.
• Bots and human agents are complementary
when it comes to offering the best customer
experience possible
• It will allow customer service representatives
to focus on building relationships and
undertake a more fulfilling role.

16. 16Oxford Professional Education Group Ltd
What Could Possibly Go Wrong?

17. 17Oxford Professional Education Group Ltd
Questions?