The Chatting-BOT!

I recently had a discussion with a friend who is thinking of integrating chatbot into his customer engagement process. My first reaction was "it is an old story" and then we discussed as to what problem will it eventually solve. A couple of discussion points came up and I wanted to share those through this article. (It may not be a complete truth!), So you are welcome to add or argue on what I am sharing.

My first question to him was "How many times he has actually used a chatbot to get his issue resolved", well obvious answer was not much! Second question was "how many times, he actually felt more frustrated after interacting with a bot" and his answer was "well way too many times", but then there was a silver line. He said but in quick commerce, it is usually helpful, and he was right. Our conclusion on discussion was:

Chatbots thrive in quick commerce because they align well with its core characteristics—speed, efficiency, and transactional simplicity. However, they struggle in longer customer journey businesses due to the complexity and emotional depth of those interactions. Why?

Chatbots Work Well in Quick Commerce

1. Simple & Repetitive Queries – Users mostly ask about product availability, delivery times, or order status, which chatbots can easily handle.
2. Speed is Key – Quick commerce relies on instant responses, and chatbots can provide real-time assistance without human delay.
3. Low Emotional Engagement – Transactions in quick commerce are often low-risk (e.g., grocery, food delivery, small retail items), requiring minimal emotional reassurance.
4. Seamless Integration – Chatbots integrate well with e-commerce systems, handling checkout, order tracking, and payment support efficiently.
5. 24/7 Availability – Quick commerce operates around the clock, and chatbots help manage high volumes of customer interactions without adding staff.

Why Chatbots Struggle in Longer Customer Journeys

1. Complex Decision-Making – Businesses like B2B sales, real estate, back office operations, research-based services, or financial services require deep-dive conversations, where customers need guidance beyond standard responses.
2. High Emotional Involvement – Major decisions (e.g., buying a car, choosing a financial plan, documentation for a job, visa processing) require human empathy and trust, which chatbots lack.
3. Need for Personalization – Longer customer journeys involve tailored recommendations and nuanced problem-solving that chatbots can’t always provide effectively.
4. Multiple Touchpoints & Follow-ups – Customers often engage over weeks or months, requiring continuity and context retention, which many chatbots struggle with.
5. Human Expertise Matters – In industries like healthcare or legal services, customers expect expert opinions, which chatbots cannot fully replicate.

Best Use of Chatbots in Longer Journeys

Even in long-cycle businesses, chatbots can still be useful for:

• Lead qualification (identifying serious buyers)
• Basic inquiries (FAQs, initial product details)
• Appointment scheduling (connecting users to human agents)
• Post-sale support (tracking, basic troubleshooting)

In short, chatbots succeed in quick commerce due to simplicity, speed, and low-risk interactions, whereas longer customer journeys require deeper personalization, emotional intelligence, and human expertise.

What do you think?

#customerservice #customerengagement #chatbots #services #leadership #learning #whatdoyouthink #opinion #voice