Examining Customer Experience in Using a Chatbot

While the use of artificial intelligence and chatbots is increasing, studies of customer experiences in using chatbots remain rare. This article explores the experience of customers before, during, and after their interaction with a chatbot to determine what aspects draw their attention when interacting with the chatbot. It identifies potential problems customers face when using a chatbot from different points of view, specifically those of a chatbot developer, a chatbot buyer, and a customer. This study focuses on VX, a chatbot from a leading telecommunications company in Indonesia, and uses interviews of fourteen customers, identified personas, and individual customer journeys to analyze interactions. The personas revealed five types of needs: two basic ones for information and transactions, and three others for security, entertainment, and complaints.