Drift-2018年聊天机器人状态报告（英文）-2018-52页

2018 STATE OF CHATBOTS Report Summary

Core Content

This report explores how chatbots are transforming online consumer experiences, highlighting both their potential and the challenges they face in adoption. It is a collaborative effort by Drift, SurveyMonkey Audience, Salesforce, and myclever, based on a survey of 1,051 U.S. adults aged 18-64 conducted from October 30 to November 6, 2017.

Main Points

The Evolution of Business Communication

• Traditional methods like in-person meetings and phone calls have been replaced by digital channels such as email, social media, and mobile apps.
• Real-time messaging has become a preferred method for consumer-business interaction, leading to the rise of chatbots.

What Are Chatbots?

• Chatbots are computer programs designed to simulate conversation with human users, often using AI, machine learning, and natural language processing (NLP).
• Chatbots have been around since the 1950s but have only recently gained traction in business settings.

Consumer Use of Chatbots

• 15% of consumers used chatbots in the past 12 months.
• Chatbots are expected to grow in usage as they address the shortcomings of traditional online experiences.

Key Findings

Common Frustrations with Traditional Online Experiences

• Website navigation (34%)
• Unable to get answers to simple questions (31%)
• Hard to find basic business information (28%)

Predicted Uses for Chatbots

• Quick answers to questions in an emergency (37%)
• Resolving complaints or problems (35%)
• Getting detailed answers or explanations (35%)
• Connecting with a human (34%)

Potential Benefits of Chatbots

• 24-hour service (64%)
• Instant responses (55%)
• Answers to simple questions (55%)

Age Group Comparison

• Millennials vs. Baby Boomers:
  • Baby Boomers were 24% more likely to expect benefits from chatbots in five of the nine categories.
  • Chatbots are not limited to younger generations and have potential for all age groups.

Blockers to Using Chatbots

• Preference for human interaction (43%)
• Concerns about mistakes (30%)
• Limited access through Facebook (27%)
• 15% of consumers said nothing would stop them from using chatbots.

Chatbots vs. Other Communication Channels

Response Time Expectations

• Instant response (77%) – Online chat
• Chatbots (75%) – Close second to online chat
• Face-to-face meetings (73%)
• Email (62%) – Top for 24-hour response
• Web forms (52%) – Top for 24-hour response
• Social media (50%) – Top for 24-hour response
• Letters (60%) – Top for response after 24 hours

Perceived Benefits Comparison

Channel	Benefit	Chatbots	Apps	Email	Phone
Quick answers to simple questions	69%	51%	-	-	-
24-hour service	62%	54%	-	-	-
Quick answers to complex questions	38%	28%	-	-	-
Easily register a complaint	38%	28%	-	-	-
Detailed/expert answers	28%	27%	-	-	-

Chatbots vs. Apps

• Chatbots outperformed apps in five key benefit categories.
• Apps still hold an edge in some areas, such as detailed/expert answers.

Chatbots vs. Email and Phone

• Chatbots were preferred for speedy response times.
• Email and phone were seen as superior in providing detailed/expert answers and ease of communication.
• Chatbots can be used to redirect users to email or phone if needed, especially for complex issues.

Key Takeaways

• Chatbots are expected to provide real-time, on-demand service, which aligns with consumer frustrations.
• Consumer trust is a key barrier to chatbot adoption, with 43% preferring human interaction.
• Chatbots are not a replacement for human communication but can supplement it effectively.
• Combining chatbots with online chat allows businesses to offer faster and more consistent service.
• Chatbots are not limited to Millennials, as Baby Boomers also show strong interest in their benefits.
• Businesses can use chatbots directly on their websites, not just through Facebook, to improve accessibility.

Conclusion

Chatbots are a promising tool for enhancing online consumer experiences by offering speed, availability, and convenience. While they cannot fully replace human interaction, they can bridge the gap between traditional communication channels and modern consumer expectations. As the technology continues to evolve, chatbots are expected to become an integral part of business communication, especially when used in combination with human support.