Thinking Of Deploying A Bot For Customer Service? You’re Wasting Your Time

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With all the hype around bots and the messaging economy it’s easy to see why most people would miss the bigger picture. The harsh truth is that bots in isolation will not deliver any benefits to the enterprise, they will probably turn into a net cash and resource drain instead. The challenge for bots is that they need to deliver real economic and customer satisfaction benefits to the enterprise that deploys them.

There is no arguing with the fact that 4 billion people are using messaging apps and it’s likely to be the future of customer-to-enterprise communication.  It’s easy to get caught up in the hype and assume you just need to get a bot launched to keep up with your competition. Unfortunately, to get the funds approved to acquire, deploy and maintain a bot will require a real business case to justify and pay for the new tech.

As you dig into the details of a customer service strategy, where bots will play, you’ll quickly realize that a bot on it’s own can only handle a tiny slice of an enterprise’s inbound customer care traffic. The enterprise has successfully been migrating customers away from analog communication (phones) and onto digital channels for the past decade. Digital Care can make up anywhere from 10-50% of enterprise customer care these days. Digital Care can be defined as all customer contacts coming through channels such as; messaging, mobile apps, chat, web search, email and even SMS.

Companies with large customer care needs have known for the last 10 years that customer preference for contacting has been steadily shifting towards all digital channels (smaller organizations just avoid the phones because they’re too expensive). Messaging is only the latest flavor in this general shift towards speed, convenience and consistent answers that digital channels can deliver. It’s no surprise to anyone that only 12% of Millennials would choose to contact a business over the phone, absolutely last on a list of choices.

Building a chatbot independently of all other Digital Care channels will just create a mess, setting up your organization for a serious maintenance headache down the road. Here is a very simple example; your business hours change on Thursdays from 9-5:00 to 9-9:00. Do you want to train your FB chatbot, then your Twitter chatbot, then your web search product, then your mobile app, then your email auto-responder etc etc etc…? When you are continuously training a system to understand new customer questions and make changes based on business needs every day, training in multiple locations is just creating work and the opportunity for inconsistency across channels. When you accidentally miss training one channel (which will happen when updates need to happen 100 times a day) and you are giving different answers on different channels you will irritate the hell out of your customers. Sounds like insanity, who would set themselves up for that mess?

The secret to a great automated Digital Care strategy is to nail the system training and do it from a centralized system. You need to analyze every question from every customer every day from every channel and use that data to continuously train a centralized Digital Care solution. With this requirement to continuously feed the system, doing it more than once for each new question/solution is madness.

It seems clear then that the only way to effectively deploy chatbot tech within an overall Digital Care strategy is to have a centralized training mechanism where training will be done once and will then be available to all automated Digital Care channels. This requires a platform at the heart of your Digital Care strategy, not a bunch of standalone bots serving each channel independently. By analyzing all customer behavior and applying Machine Learning in this centralized analysis and training framework you will continuously improve all of your digital channel responses. High customer satisfaction and real economic benefits will quickly follow.

To focus exclusively on chatbot tech is amazingly shortsighted. The statistics are simple and clear, customers are contacting through all digital channels. To focus all of your attention on one, or to build something independent for this single channel, will just waste a lot of enterprise resources. So if you’re seriously thinking about deploying a chatbot, take a moment to think about the big picture to save you from creating a long term mess.

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As a Conversational Experience Designer, you will be responsible for the designs of the overall customer experience, including the end-to-end dialog flows & journeys of the solution ensuring  design leverages  UxD best practices for optimal customer experience.

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David Trotter, Wysdom

David Trotter

SVP, Sales & Marketing

David has 30 years of global sales leadership experience as a collaborative leader who believes in a strong team concept within sales and marketing organizations. David has spent many years working with growth companies and enjoys being face to face with customers and partners to create solutions that have a lasting effect on the customer’s business environment. 

Prior to joining Wysdom, David was the Vice President, Sales at Scalepad, and previously spent 11 years as Vice President for Latin America and Asia Pacific for Absolute Software. He also held senior sales management positions at GE Capital and Clevest.  

Michel Benitah

VP, Optimization & Delivery

Michel has 20 years of experience in leading the successful delivery of Conversational AI and Natural Language Customer Care solutions to some of the largest financial, telco, healthcare, utilities, and retail enterprises throughout North America. 


Prior to joining Wysdom, Michel spent 20 years at Nuance Communications, holding senior management and leadership positions within the enterprise division, most recently as director of the Toronto office and professional services team.

Frederic Lam

SVP, Sales

Fred brings in 25 years of international experience in sales and business development across North America, the Caribbean, Asia-Pacific, Europe, and the Middle-East.


Prior to Wysdom.AI, he held sales leadership positions at Oracle, Redknee, and Movius/Glenayre, successfully growing revenues in both large and small organizations. Fred has also been involved in the start-up community in the earlier stages of his career as an Investment Manager with SP Capital and was an alternate director on a few investee companies.

Karen Chan

Chief Engineering Officer, Co-Founder

With 20 years of experience in software and mobile, Karen has held senior technical roles at 5 startups, including Wysdom.AI, Clickfree, Mobile Diagnostix (HP), Teamatic, and Virtualthere.

Karthik Balakrishnan

Chief Technology Officer

Karthik has over a decade of hands-on, proven global expertise in emerging technologies and implementing intricate platforms and solutions for telecommunications and enterprise during his time at Amdocs, with senior positions in their India, Cyprus, America, and Canada offices.

Nitin Singhal

Chief Operating Officer

Nitin has over 20 years of success in global executions of business technology, driving operational efficiency and digital scalability for some of the world’s largest enterprise clients. 


Nitin spent 16 years at Redknee holding executive positions in Research and Development, Customer Operations, Partner Alliances, and most recently as COO.

Jeff Brunet​

President, Co-Founder

Jeff has more than 20 years of experience in the startup world, founding and growing 4 software companies: AracNet, Mobile Diagnostix (HP), ClickFree, and Wysdom.AI. 


His in-depth understanding of software development and the challenges in making new technologies successful in the startup world prove invaluable as he serves on the boards of XMG, SurfEasy (Opera), Locationary (Apple), Groupie, and as an advisor to Pushlife (Google), LogMeIn (IPO) and HP. 


Jeff holds 23 issued patents in the wireless and consumer electronics spaces and is the lead inventor on 30+ pending patents.

Ian Collins​

CEO, Co-Founder

Ian has founded and grown 6 technology companies over the past 20 years, primarily in the enterprise software space including Wyrex, Mobile Diagnostix (HP), Clickfree, and most recently Wysdom.AI. 


Ian invests, mentors, and sits on the boards of several startups in the Toronto area.