KUALA LUMPUR – The Entropia Group, the new age consulting-meets-agency outfit, has announced the launch of its latest whitepaper: “Bot-o-logy”, a study on 30 chatbots selected from global and local brands across various industries in Malaysia. The bots were assessed across 28 parameters in three criteria groups: Reliability, Experience, and Personality.
In today’s connected world, it is virtually impossible to navigate the digital space without encountering a chatbot. These computer programs mimic human conversations and interact with users through a messaging interface that has changed modern communication and customer care. The chatbot is often the first point of contact between a brand and its consumers. Its purpose varies from answering simple FAQs, providing information, collecting data, to closing sales.
This research by Entropia aims to provide an analysis of some of the best and worst chatbots in Malaysia today, including local brands like Air Asia, Malaysia Airlines, Digi, and select international brands like Ford, Shell, Wall Street Journal, Star Wars, Western Union, TGI Fridays, Endurance, and Mitsuko.
Prashant Kumar, Entropia Founder & Senior Partner, said: “A vast majority of bot interactions in Malaysia tend to be deeply frustrating. It brings the fear of the very technology getting discredited. At Entropia, we believe doing it right is more important than doing it. This whitepaper is an effort towards that.”
The highest-rated chatbot, according to the report, is Mitsuko, a virtual character with a unique personality developed by AIML Technology in Leeds, England.
Mitsuko was the most notable high scorer across Reliability, Experience, and Personality as it consistently responded faster and correctly. The Mitsuko chatbot proved successful in reducing the need for human intervention by adequately simulating human interaction in an electronic platform.
Leading the Malaysian pack is AirAsia’s Virtual Allstar (AVA). It showed to be an excellent example of how, through integration, a chatbot can provide a seamless customer experience with its dialogue efficiency and swift response time.
Commenting on the whitepaper, Eduardo Mapa Jr, Country Head/Senior Partner of Entropia Philippines, “Bot-o-logy provides learnings and insights on crucial parameters of what works best. We are sharing these with marketers in the Philippines as we recognize chatbots’ growing importance in customer experience today across various categories. We hope to inspire future-focused brands in the country to design their programs carefully.”
The Bot-o-logy whitepaper is available for download on www.entropia.com/media
