Amazon Localises Customer Service For India With Hindi Speaking Bot

Amazon’s customer service chatbot just got smarter with Hindi language support. The ecommerce giant’s Automated Assistant, that lets users have natural conversations with non-human customer service agents, now supports Hindi for chats through the Amazon Android app.

The chatbot powered by artificial intelligence (AI), leverages machine learning (ML) and natural language processing capabilities (NLP). 

By offering Automated Assistant in Hindi, Amazon has taken a big step towards localizing the post-order experience for the India customer. The feature will help faster resolution for problems for the Hindi-speaking users. 

“When customers interact with the Automated Assistant, it first predicts the most likely issue they are trying to contact us for, post which customers can ask questions related to their issue and receive faster resolutions,” Akshay Prabhu, director, customer service, Amazon India said in a press statement.

Customers can change language settings through the app and then select the option for the languages to chat with customer care. The chatbot also allows vernacular languages and dialogue with the customer but to an extent. It will provide options to choose from to take the conversation further, this will simplify the process of complaints, for the users.

India has the second-highest active Internet user base in the world with more than 600 Mn active users. With still growing Internet users, various digital platforms are trying to penetrate in tier 2 and tier 3 cities. The localisation of languages has been a new trend for digital portals. 

Snapchat, Twitter and Google are recent examples of tech brands trying their hand at localising with regional language support. 

Amazon is also trying to expand its virtual assistant Alexa’s capabilities for Indian users. In June, Alexa VP Rohit Prasad said that the ecommerce company is working on accommodating regional language speaking capabilities to Alexa for Indian audiences.