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ASAE finds human touch makes chat a win for its website

Group eschewed online chatbots for live chat and found members had complex questions that an AI couldn’t easily answer

Jan. 31, 2020
By Walt Williams

Like many associations, ASAE wanted to offer visitors to its website a chat function so they could quickly find answers to their questions. But unlike many groups, ASAE turned to people to answer those questions instead of using chatbots.

“We got to the point of actually writing the bot, and that’s where the wheels came off the wagon because chatbots are significantly more expensive than live chat. And we didn’t have the data where we knew without a doubt that people would be using the bots,” said Amy Hissrich, vice president of website strategies and communications for ASAE, who noted prices ranged from $1,500 to tens of thousands of dollars, depending on the sophistication of the bot.