“When the virtual assistant answers the phone when I call any service entity, I close the phone directly.” A reaction agreed upon by a large number of citizens and residents, whose opinions “Emirates Today” monitored about the services of the virtual employee dedicated to helping dealers on the phone, under the name “The Assistant.” Virtual”, as they all stressed that this employee needs to “attention” or re-evaluate to develop his services, and get out of the mantle of bureaucracy and stagnation that characterizes him in dealing with dealers, while a member of the Federal National Council, Obaid Khalfan Al-Ghoul Al-Salami, revealed his intention to direct A parliamentary question to the concerned authorities calling for the replacement of this virtual assistant with “citizen employees”.
In detail, citizens and residents suggested that government and private service agencies conduct a reassessment of the experience of the virtual employee designated to help customers on the phone, under the name “Virtual Assistant”, stressing that this experience has proven, from practical experiences over the past period, its need for more oversight, follow-up, updating and development.
A large number of them told «Emirates Today» that they often feel a kind of frustration when they try to communicate with the customer service of any party, so they find the automatic response turns them into the virtual assistant, calling on those responsible for government and private service agencies to conduct public referendums that determine the level of satisfaction with the service The virtual assistant to find out their negatives, and try to develop solutions to them.
Citizen Saeed Amer Abu Ammar (retired) said: “When the virtual assistant answers the phone when I call any party, the phone is immediately turned off, and this matter does not stem from a personal attitude towards this service, but rather is the result of many negative experiences with this assistant, which often does not help me to Completing my transactions.
This was supported by citizen Nasser Al-Hammadi, who confirmed that as soon as he hears the voice of the virtual employee, he quickly turns off the phone before his problems increase and his pressure rises (as he put it), stressing that this matter applies to most service agencies and is not limited to a specific party.
Al Hammadi said: “Unfortunately, this experiment is applied in a copy-and-paste method, without paying attention to the quality of the services provided and the extent of this employee’s contribution to meeting or completing them. and his capabilities,” stressing that the most prominent defects of this employee is that he “is not flexible and cannot deal with complaints and demands of privacy.”
Ahmed Idris El-Gohary, an employee in one of the government agencies in Abu Dhabi, pointed out that “the majority of service agencies have developed and introduced virtual services without sufficient proactive studies, and after implementing these services, they let them develop on their own by virtue of being smart services, so these services, especially the virtual assistant, were transformed into A broken bureaucratic tool, and usually the customer needs a lot of patience to interact with it linguistically, especially those who are not fluent in speaking classical Arabic, which causes great psychological stress, for those in a hurry or the elderly.
Citizen Mona Al-Awadi (entrepreneur), considered that the idea of virtual assistance in the information services did not achieve the desired success, and began to provoke the caller, and disturb his mood, asking: “How do I negotiate with a programmed voice that drains my time and energy, and the call ends without benefit?”
Al-Awadi said: “I need a person who understands what I say, and understands my problem from the tone of my voice, but what happens is that the customer, no matter how angry he is about the service, one response from this employee is (sorry, I did not understand your request),” stressing that human interaction with customers Nicer, more effective and shortens time and effort.
For his part, Member of the Federal National Council, Obaid Khalfan Al-Ghoul Al-Salami, confirmed that during the past few years the country has witnessed a remarkable increase in the percentage of projects that use information technology, and service institutions and facilities that use actual people to respond to customer calls have become very limited, pointing out that despite Many institutions have invested in virtual customer assistant technology in order to enhance customer service. The officials of these companies did not take into account the benefits of the human element, and its role in enhancing the image of the organization through the warm welcome and quick response provided by the customer service employee to the caller immediately.
Al-Salami told «Emirates Today»: “The virtual customer assistant has contributed to the absence of a human face for many institutions, which has made the client feel unimportant to the institution, and thus low level of satisfaction with the institution, as the virtual assistant is nothing more than a package of software specialized in conversations. You talk and chat with customers by simulating the conversation that takes place between a (human) employee with any customer or client regarding the services provided by the institution, through which institutions seek to provide clients with the services and information they need to access as quickly as possible, wondering: “Do you Have organizations measured customer satisfaction after using these technologies? Has each organization measured the average length of time a customer has contact with a virtual assistant and compared it to the time a customer spends with a human employee?
He added: “The institutions that complain about the bureaucracy of recruitment, training costs and personnel management, are the same ones who used these (smart) bureaucratic systems that consume the customer’s time and effort without reaching a satisfactory result in most cases, and they also need huge financial resources to pay support, maintenance and continuous updating costs. For these programs, and then there is the worst case scenario, which is that some institutions use the virtual assistant in order to evade customer feedback and complaints on the grounds of (the door that blows the wind is closed and resting), so the customer’s call turns from a few seconds to 20 or 30 minutes of waiting that ends with the line being cut off without an answer ».
And he stressed that this leads to the customer’s hesitation a thousand times before contacting any of these institutions, because of his anger and frustration after spending hours trying to reach the official or the person who can provide him with a specific service or answer his inquiry.
He noted the importance of localizing the vacancies caused by the virtual employee system, so that the customer service employee becomes a citizen who represents the best interface for the institution and the state, with the possibility of keeping the option available to the customer to choose between the virtual assistant or the human, in line with his time and the purpose of his connection, thus solving the problem and ensuring access to the highest Levels of customer satisfaction, as it is the main goal that all governmental or private institutions seek.
Al-Salami said: “It is true that the virtual customer assistant is able to facilitate the communication of customers with institutions in simple routine matters, but everyone agrees that there is an urgent need for the human element to deal with many delicate inquiries and raise some complaints to the higher level and decide on them, thus ensuring the competitiveness of the institution and providing services. According to the required standards and level.
He affirmed his intention to ask a parliamentary question to the competent authorities about the possibility of replacing the virtual assistant with highly trained citizen employees to represent a front for all institutions in the United Arab Emirates, and play an active role in strengthening the relationship of their institutions with their partners and customers, which reflects a bright image of the people of the state and its institutions in all sectors.
The work of the “virtual assistant”
A software engineer, Adel Hussein Sabry, confirmed that the most prominent defects of the virtual assistant is its lack of development and rigidity, in addition to its lack of instantaneous interaction with customers, proposing that companies specialized in public opinion research with a global reputation, conduct a public referendum on social media platforms about the level of satisfaction with Service the virtual employee, and submit the results to the concerned authorities to reconsider the quality and development of this service.
Sabri said: “There is a need to re-develop the virtual assistant system, or what is known as (chat bot), which works by feeding the program a large amount of conversation records that were recorded over the phone with the human client, so that the bot program, based on artificial intelligence, will By analyzing the questions and determining the appropriate answer for each question, which is something that needs to be constantly developed and updated in view of the change and differences in the public’s transactions and needs, their questions, and the diversity and privacy of their complaints.”
• “Sorry, I did not understand your request.” A phrase that angers some dealers with service agencies.
• Citizens and residents suggest that service agencies conduct a re-evaluation of the experience.