Serving with excellence can really be one of the biggest competitive advantages of your ecommerce, especially in saturated niches, where the price war is no longer the most efficient way to highlight your brand, products and services from other competitors.

When dealing with customer service in the online environment, it is necessary to emphasize that the communication channels and how they are used have great weight in the consumer satisfaction index.

Today, online chat is considered the favorite service channel by the online consumer, as it offers an interface for real-time communication, directly from within the store, where the visitor can ask questions while evaluating products or services.

However, there are different ways to use an online chat and that is exactly what we are going to deal with in this content. After all, what is best for your ecommerce: chatbot or humanized service? Discover the differentials of each approach and learn how to start winning more customers through online chat with Websites Are Us on your page.

What is a chatbot?

Before we can talk about advantages or differentials between chatbot or humanized service, it is necessary to understand exactly its concepts and how they behave in the customer service ecosystem. Let’s start with the chatbot.

Chatbots are, as the English word suggests, robots for chatting. This is a technology that invests heavily in the use of artificial intelligence to allow software to be able to simulate normal conversation with human nodes. Siri, available on Apple devices or Amazon’s Alexa, are great examples of chatbots.

Artificial intelligence makes the chatbot software automatically adapt as it learns about preferences, interests, ways of speaking, among other characteristics of the user. This is a constant process, where each new interaction with the chatbot generates data so that it can be more responsive.

How does online chat customer service work?

In customer service, chatbots can be used to answer consumer questions through the online chat window on the ecommerce website itself.

In this way, customers can ask about products, stock availability, delivery time and several other matters that are within the scope of knowledge already programmed in the chatbot.

However, if a customer asks a question that the chatbot never received and does not have enough instructions or data to interpret it, the likely result is a “Sorry, I don’t understand your question” message.

What is humanized care?

Humanized service is essentially the opposite of a chatbot. This is the service we receive when interacting directly with a company representative, whether this is part of the sales team, service, partnerships or others.

However, it is important to understand that not all care provided by a person is considered humanized care. In fact, this term represents the ability to relate cordially and the concern to make the consumer feel comfortable, satisfied and valued. In fact, the term is widely used in health areas, representing the integrality of the relationship.

How does online chat customer service work?

As soon as a visitor sends a message and starts a new service session through the chat window, they must wait for the return of one of their operators, as soon as they are available to accept the call.

The answer may not be immediate as in a chatbot, but the online chat still has the shortest response time among the other service channels. This approach brings significant differences in relation to the chatbot, in particular we can mention the enormous versatility of a human attendant compared to a robot.

This means that even if the chatbot can solve problems or answer questions, it will still be using your script to provide assistance, that is, you will not be able to offer personalized answers according to each situation.

Chatbot Vs Humanized Service with Empathy

Advantages and disadvantages

Chatbot and humanized service are different approaches that aim at the same objectives: providing assistance to consumers, answering problems, answering questions and thereby increasing the chances of converting your business. Both have their advantages and disadvantages and, in order for us to determine which is better in ecommerce, it is important to detail the main differences.



  • Immediate answers, the consumer does not need to wait;
  • Extremely efficient in dealing with frequently asked questions and common problems;
  • Available 24/7;
  • Addresses visitors through proactive invitations;
  • It does not require training and can handle the demand alone;


  • Limited scope of information;
  • You may not be able to adjust to adverse situations or out of scope;
  • Predefined responses;
  • It can frustrate consumers by repeating responses or failing to resolve situations;
  • They have no empathy, the biggest advantage of humanized care;

Humanized service


  • He is able to circumvent adverse situations and attend in a personalized way;
  • Extremely better for dealing with frustrated consumers;
  • Assists in the customer loyalty process;
  • You can continue the service through other channels, such as telephone and e-mail;
  • Cares about customer success;


  • It is not always available, unless you invest in 24/7 service;
  • A single operator may not be able to handle the demand alone;
  • It does not respond immediately as soon as the message is received;
  • The team must be trained to develop the company’s language;
  • It does not perform actions automatically, the biggest advantage of the chatbot;

Read too: Customer Service: 10 Mistakes Your Ecommerce Cannot Make

Chatbot Vs Humanized Service with Automatic Answers

Which is better in ecommerce?

As you can see in our comparison above, chatbot and humanized service have their own strengths and weaknesses. The chatbot is a machine, a computer program, able to follow what is instructed (or programmed) and adapt through artificial intelligence.

On the other hand, a representative on your team is empathetic and can use all their experience and training to provide a truly different experience during a service session, in addition to being able to deal with adverse situations.

So, after all, which is better?

According to a survey conducted by LogMeIn with Bold360, 64% of consumers say they prefer to talk to a person than to be served by a chat bot. Even so, 74% of customers are certainly able to identify the benefits of service with artificial intelligence, pointing mainly to speed and availability.

With that in mind, why not enjoy the best of both worlds and cover the disadvantages of each approach when working together in your business?

Offer only benefits

By joining a chatbot to a well-trained service team, you will be able to approach visitors through proactive invitations and even solve simpler situations and automatically answer frequently asked questions with a chatbot and, if the consumer wants to talk to a representative, he can still ask that.

In addition, this way, you do not necessarily need to invest in 24-hour service, letting the chatbot take care of demand while the team is offline and guaranteeing humanized service during peak hours on your ecommerce page.

It is true that people prefer to talk to people, but that does not mean that you need to abolish the use of technology to offer even more convenience and optimize your services and processes when it comes to winning customers through online service.

Use a professional online chat

To be able to enjoy the best of chatbot and still offer humanized service, you need to work with a complete online chat platform, which offers all the features designed to help you convert more and retain customers in your ecommerce.

In this case, install Websites Are Us on your business page and make the best use of proactive invitations, offer quick responses, take advantage of an automatic translator for 90 languages ​​and be able to integrate it with your CRM, email marketing platform and others messaging applications.

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