Should You Add ChatGPT to Your Small Business Website? The Benefits and Drawbacks for Small Businesses

If you’re a small business owner, you know how important it is to make things easy for your customers. Quick, clear answers to common questions can make the difference between a happy customer and a frustrated one. That’s why many businesses are turning to AI chatbots like ChatGPT, which can help answer questions instantly. But is adding ChatGPT to your website the right move for your business? Let’s look at the benefits and drawbacks so you can make an informed decision.

What is ChatGPT?

First, a quick overview: ChatGPT is an advanced AI language model, created by OpenAI, that can hold conversations, answer questions, and provide information. It can “chat” with users in a natural, human-like way and is trained to understand and respond to a wide range of questions and prompts. ChatGPT can be customised to understand your business and even sound a bit like you or your team.

So, should you consider adding ChatGPT to your website? Let’s explore the benefits and drawbacks.

Benefits of Adding ChatGPT to Your Website

1. 24/7 Customer Support

One of the biggest advantages of ChatGPT is that it’s available 24/7. Unlike human staff, ChatGPT doesn’t need a break, sleep, or time off. This means your customers can get answers to their questions at any time, which could be especially useful if you have international customers or people visiting your site outside regular working hours.

With ChatGPT, there’s no waiting for someone to come online to handle a query. This can improve customer satisfaction, as many people prefer immediate answers instead of waiting for an email or response.

2. Saves Time and Money

Hiring and training customer service staff can be expensive, especially for a small business. By using ChatGPT to handle basic queries, you may reduce the time your team spends answering repetitive questions, allowing them to focus on tasks that need a human touch. Over time, this can save you both time and money.

For small businesses with limited resources, ChatGPT can be a cost-effective solution that provides professional, consistent responses to customers.

3. Handles Repetitive Questions Consistently

If you have a website, you probably receive a lot of the same questions: “What are your opening hours?” “Where are you based?” “What’s your return policy?” ChatGPT can be set up to answer these frequently asked questions quickly and consistently.

By offering consistent responses, ChatGPT ensures that all customers get the same accurate information, which can lead to fewer misunderstandings or complaints.

4. Provides a Modern Customer Experience

Many customers today expect businesses to use modern technology. Adding ChatGPT to your website could give a tech-savvy, professional impression that helps set you apart from competitors who may not offer this feature. It can also provide an interactive experience that some customers find engaging and convenient.

This forward-thinking approach can help reinforce your brand as customer-focused and innovative, which could even attract a younger, tech-minded audience.

5. Easy to Customise and Update

You can customise ChatGPT’s responses and personality to match your brand’s tone of voice. If you own a friendly, family-run business, ChatGPT can be set to sound warm and approachable. Or, if you have a more formal or professional brand, it can respond in a way that reflects that.

You can also update it easily with new information. For example, if you have a new promotion or updated business hours, you can quickly adjust the chatbot’s responses without needing to re-train staff.

Drawbacks of Adding ChatGPT to Your Website

While ChatGPT has a lot of advantages, it also has some drawbacks that are important to consider.

1. Limited Ability to Handle Complex Queries

While ChatGPT can manage simple questions, it may struggle with more complex or nuanced issues. If a customer has a unique query, needs specific product advice, or has a complaint, ChatGPT may not provide the most helpful response. In such cases, customers may become frustrated and prefer speaking with a human.

This limitation could be a disadvantage if your business often handles complex customer requests. Relying too much on ChatGPT for customer support may lead to dissatisfaction among customers who feel that their needs aren’t being fully understood or addressed.

2. Risk of Miscommunication

As intelligent as it is, ChatGPT isn’t perfect. There’s always a risk that it could misunderstand a question or give an incorrect response. Although it can be customised, ChatGPT may not fully grasp the details of your products, services, or industry.

I recently ran a test and asked ChatGPT “tell me about VAT in the UK” and it gave me the wrong information about the registration threshold by telling me that

“Businesses must register for VAT if:

• Their VAT-taxable turnover exceeds the VAT threshold (currently £85,000 over a rolling 12-month period).

• They expect their turnover to exceed this threshold in the next 30 days.”

If you compare that with the information at https://www.gov.uk/register-for-vat you can see that the threshold is now £90,000 as of the date of this article

Miscommunication could potentially harm customer relationships, especially if a customer makes a decision based on incorrect information. It’s important to monitor ChatGPT’s responses and ensure they’re accurate and useful for your specific business needs.

3. Lacks Human Empathy

AI can come across as robotic, no matter how much it’s customised. Customers dealing with sensitive issues, such as complaints or refunds, may prefer speaking with a real person who can understand their feelings and handle their situation with empathy.

If your business involves a lot of customer interactions that require a personal touch, adding ChatGPT might not be the best fit. In these cases, customers might feel undervalued or as though they’re being “fobbed off” if they can’t connect with a real person when they need it most.

4. Potential Technical Issues and Costs

Although ChatGPT can save money over time, there are still some upfront costs and potential technical issues to consider. Implementing ChatGPT on your website may require integration and maintenance costs, especially if you’re not tech-savvy and need outside help.

Additionally, there could be instances when the chatbot goes offline, fails to load, or experiences other technical glitches. These issues might cause inconvenience for customers and require time and resources to fix.

5. Privacy and Data Security Concerns

ChatGPT, like other AI technologies, relies on data to work effectively. Depending on the type of questions it’s asked, it could potentially collect personal information, such as contact details, location, or preferences. Handling this data responsibly is crucial to maintaining customer trust and complying with data protection laws.

For small businesses that don’t have dedicated IT support, keeping data secure could be a challenge, especially when it comes to AI-driven tools. It’s important to check the security features of any chatbot you use to make sure you’re protecting your customers’ privacy.

So, Is ChatGPT Right for Your Business?

Adding ChatGPT to your website can be a great way to enhance customer service, save time, and present a modern, professional image. However, it’s not a perfect solution, and it may not be suitable for every business. If your business relies heavily on personalised interactions or deals with complex requests, a chatbot may feel impersonal or frustrating for your customers.

To decide if ChatGPT is right for you, consider the following:

1. Type of Questions: If your customers mostly ask simple, straightforward questions, ChatGPT could be very effective.
2. Level of Support Needed: ChatGPT is best for basic queries. You might still need human support for more complex issues.
3. Budget and Resources: While it can save time and money, you’ll need some budget for setup and maintenance.
4. Customer Preferences: Consider whether your customers value quick answers over human interaction or if they expect a more personal touch.

Ultimately, adding ChatGPT can benefit many small businesses, but it’s not a one-size-fits-all solution. By weighing the pros and cons, you can make the choice that best fits your business and keeps your customers happy.