Most chatbots fail because companies either do not clearly define their purpose, or they set goals that are far too ambitious, according to a recent study by Forrester.
The analyst group’s research, ‘Chatbots are Transforming Marketing’, suggests some bots are being launched prematurely, and report author Xiaofeng Wang argues the success rate across all industries is currently very low.
She says a more focused approach to chatbots is required to meet customer expectations, and today’s consumers may be sceptical because the technology often overcomplicates interactions – the exact opposite of what it was originally developed to do.
