Ironically, the situations in which customers use chatbots are ones often fraught with anxiety, such as dealing with health, insurance, or finance. (Photo: Shutterstock)
People experience anxiety around money issues, such as financial services and health insurance. And while they look for advice from others in such situations, says a paper from the Harvard Business School, being responded to by a chatbot instead of a human can drive their anxiety even higher.
Yet if given the choice of talking to a human or a chatbot, most opt for the bot — despite the fact that their very anxiety surrounding the situation in which they find themselves (the situation that is prompting their quest for advice) has a negative effect on customer choice satisfaction, firm trust and long-term engagement.
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Marlene Satter
Marlene Y. Satter has worked in and written about the financial industry for decades.
