O uso de chatbots nas empresas: perspectivas para otimizar o atendimento ao cliente

Abstract

The paper addresses the growing integration of chatbots, AI-based automated customer service systems, in interactions between companies and consumers. This study contextualizes the relevance of chatbots within the digital transformation landscape, where efficiency and innovation in customer service are crucial for business competitiveness. The main objective of this work is to investigate the impact of chatbot use on customer service effectiveness in companies. Specifically, it aims to analyze how chatbots influence consumer satisfaction and identify best practices for implementing these technological tools in the corporate environment. The methodology adopted involves a quantitative field research, where data were collected through questionnaires distributed to chatbot users in various companies. The sample included 98 participants, with responses being statistically analyzed to assess users' perceptions of chatbot effectiveness. The results indicated that chatbots significantly contribute to service efficiency, providing quick responses and continuous availability. However, they also revealed that personalization and the ability to understand complex contexts are still limited, which can affect customer satisfaction in more complex scenarios. The study concludes that, while chatbots offer several advantages in terms of operational efficiency and immediate satisfaction for simple inquiries, they must be continuously improved to handle more complex interactions and provide a more humanized experience. Additionally, it is recommended that companies invest in advanced AI technologies and data training to enhance chatbot responsiveness and personalization