Chatbot customer service has a way to go before it will satisfactorily replace human interactions, in this columnist’s opinion. — Photo by UnsplashArticle contentWhen I was an editor for the St. John’s Telegram, the phone lines in our classified and circulation departments were often busy, and people would circumvent that by calling the newsroom.THIS CONTENT IS RESERVED FOR SUBSCRIBERS ONLY.Subscribe now to access this story and more:Unlimited access to the website and appExclusive access to premium content, newsletters and podcastsFull access to the e-Edition app, an electronic replica of the print edition that you can share, download and comment onEnjoy insights and behind-the-scenes analysis from our award-winning journalistsSupport local journalists and the next generation of journalistsSUBSCRIBE TO UNLOCK MORE ARTICLES.Subscribe or sign in to your account to continue your reading experience.Unlimited access to the website and appExclusive access to premium content, newsletters and podcastsFull access to the e-Edition app, an electronic replica of the print edition that you can share, download and comment onEnjoy insights and behind-the-scenes analysis from our award-winning journalistsSupport local journalists and the next generation of journalistsRegister to unlock more articles.Create an account or sign in to continue your reading experience.Access additional stories every monthShare your thoughts and join the conversation in our commenting communityGet email updates from your favourite authorsSign In or Create an AccountorArticle contentAs a result, editors and reporters had to field questions and complaints from customers about alleged vengeful delivery boys, absentee Canadian Tire flyers, unfortunate typos in classified ads and the like.Article contentArticle contentArticle contentI still have anxiety dreams about those calls — being put on the spot as I raced to meet my own news deadline.Article contentOne dream scenario went like this:Article contentMe: “Telegram newsroom.”Article contentCaller: “If I wanted to offer certain, uh, personal services in your paper, which day would be best to advertise?”Article contentMe: “Saturday. Better circulation.”Article contentCaller (huffily): “Sure, there’s nothing wrong with my circulation!”Article contentMe: “Sir, I just meant it would reach more readers.”Article contentCaller. “Oh.”Article contentThese types of conversations have become obsolete now that customer service is being shuttled off to chatbots. At any rate, personal classified ads have largely disappeared in print thanks to free digital options.Article contentBut chatbots still have a long way to go when it comes to recognizing and responding to the nuances of customer complaints and queries.Article contentNow, tech giants like IBM promise that better service is on the way. Its website notes: “The next generation of chatbots with generative AI capabilities will offer even more enhanced functionality with their understanding of common language and complex queries, their ability to adapt to a user’s style of conversation and use of empathy when answering users’ questions.”Article contentArticle contentArticle contentWhere’s the empathy?Article contentThat empathy is in short supply, if my recent experiences are anything to go on.Article contentIn an effort to sleep better (anxiety dreams notwithstanding), my husband and I recently ordered a bed from a Canadian retailer. (I like to shop locally, but when you don’t own a truck, online shopping can be the only way to get bulky items home.)Article contentThe first hint of trouble came when I was promised 10 per cent off my purchase if I signed up for promotions via text message. However, when I paid for my order, there was nowhere to enter the promo code for my discount.Article contentFeeling ripped off, I engaged with the chatbot and outlined my dilemma. It was clear from the automated responses that it didn’t understand the problem.Article contentAfter a couple of back-and-forths, I received a chipper response: “Sorry we could not resolve your issue today. Goodbye!”Article contentWhat? Wait! Goodbye?
PAM FRAMPTON: Chatbot customer service leaves a lot to be desired
