For this mission, the Spy hit the keyboard instead of the customer service line to see whether resort chatbots were up to the task of fielding a question that isn’t on the standard FAQs page. The goal wasn’t to stump the chatbots entirely, but to see how effective this current gen of bots is at assisting a customer in their quest for answers. 

One thing we didn’t anticipate: just how many bots—even the “smart” ones—would confuse “ticks” for “tickets.” Or “bugs” for “software bugs.” The English language can be bot-boggling.

Not all bots are created equal, of course. Chatbots these days run the gamut from AI-led services to human supported systems to simple menu-based / click-button programs. When the various bots encountered on this mission invariably could not answer the Spy’s question, the most satisfying option from a customer service perspective was the chance to instant message with a real human being. That said, rude human representatives were even more frustrating than the unhelpful, repetitive automated responses. 

This small sample size does not make our industry’s customer service—robot and human—look good. While your goal, ski area operators, is to sell people your products, please remember that people have questions about non-purchasable aspects of the experience, too.

Been asked an interesting question this season? Send it to jordyn@saminfo.com for the Spy to pose to other mountains! We won’t tell anyone the question came from you. Plus, if we use it, your park will be immune for that issue.

 

MOUNTAIN 1, ROCKIES

SAM: Stated question.

Chatbot: I see you have some questions on tickets. Please select an option below: Lift tickets, season passes, etc.

SAM: This question is about bugs.

Chatbot: (Responds with a message to call the resort.)

Score: 2

Comment: This bot had great branding, with real resort characters serving as virtual representatives, but I reached the limit of its capabilities awfully quickly. The real problem, though, was that the message instructing me to call the resort did not include a phone number. Whomp, whomp.

 

MOUNTAIN 2, MID-ATLANTIC

SAM: Stated question.

Chatbot: All tickets must be purchased online before arrival. To 

purchase please click below.

SAM: (Clicked menu option “speak to agent”; transferred to human 

representative.)

Human Representative: Hi, how may I help you?

SAM: Restated question.

Representative: Ticks?

SAM: Yes, like the bug.

Representative: What do you mean? You’re asking if there are ticks at the resort?

SAM: Yes, that is correct. We are coming to visit and wanted to know if you had ticks in that region?

Representative: I haven’t seen any at the resort, but since ticks are considered wildlife, they may be on the property.

SAM: OK, do you have any tips on how to avoid them?

Representative: No, I don’t.

SAM: OK. Thank you.

Score: 4

Comment: I liked having the option to immediately correspond with an agent instead of going in circles with the chatbot, and the representative was quick to respond—but the rep did the least possible and chose to be condescending instead of helpful. The bot was more pleasant to communicate with and at least had fun branding.

  

MOUNTAIN 3, ROCKIES

SAM: Stated question.

Chatbot: Here are some helpful articles to browse through. (lists articles on lodging, trails, and tickets)

SAM: Do you have bugs on your property?

Chatbot: Here are some helpful articles to browse through. (lists articles on lodging, trails, and tickets).

Chatbot: Here are some helpful articles to browse through. (lists articles on lodging, trails, and tickets).

SAM: Can I speak to an agent?

Chatbot: Here are some helpful articles to browse through. (lists articles on lodging, trails, and tickets).

Chatbot: No agents are available.

Chatbot: No agents are available.

SAM: Is there a phone number I could use?

Chatbot: (Provides resort’s phone number.)

Score: 2

Comment: I finally got a phone number, so that’s good, I guess. Serving the same answer to different questions is like what someone who wants out of a conversation does to annoy the other person so they eventually give up. The responses also lagged, and the whole circular chat took a long time because of that. The idea is to provide quick access to information, isn’t it?

  

MOUNTAIN 4, NORTHEAST 

Chatbot: Please choose if this question relates to summer or winter.

SAM: Selects summer.

Chatbot: (long wait) Please choose a topic or type a question.

SAM: Stated question.

Chatbot: (long wait) I see you have some questions on lift tickets. Please select one of the following options: bike park, adventure center, etc.

SAM: I was asking if you had bugs on the property.

Chatbot: (long wait) I may seem like a know-it-all, but unfortunately don’t know the answer to that question yet. Emphasis on “yet,” because thanks to you I have now marked this as something I should learn, and hopefully I’ll be able to answer it soon. In the meantime, our staff would be happy to assist you. 

SAM: (Provides contact information.)

Score: 4

Comment: This bot didn’t have the answer, but its response was kind of charming. Or, at least, it would have been if I hadn’t had to wait quite so long for each response.

  

MOUNTAIN 5, SOUTHWEST

Chatbot: Please tap an option or type a question below.

SAM: Stated question.

Chatbot: (long wait) I don’t have a response for that at the moment.

SAM: Does your resort have bugs?

Chatbot: (long wait) I don’t have a response for that at the moment.

SAM: Could I speak to an agent?

Chatbot: You can speak to a reservation agent by calling this number. (Provides number for reservation line.) 

Score: 2

Comment: This bot is pleading the fifth—and its form response would have been considerably more useful had it provided a phone number  or even a link to an FAQs page. This chat would have been a complete deadend if I hadn’t asked to speak to a representative. 

  

MOUNTAIN 6, WEST

Chatbot: Please use one to two words to describe what you are looking for.

SAM: Ticks.

Chatbot: I’m sorry, I’m just an automated bot. Can you please try again using one or two words to describe what you’re looking for?

SAM: Bugs on resort.

Chatbot: I’m not sure I understand your question. Maybe you can try again using one to two words.

SAM: Bugs.

Chatbot: If you are experiencing technical issues when booking online, please call us here at [phone number].

(long wait, as in, a few minutes)

Chatbot: Do you still need help? Click here to speak with agent.

SAM: (Chooses “speak with agent.”)

Chatbot: Our agents will need some information first, could you give me your email address, name and question.

SAM: (Provides required information.)

Human Representative: How can I help you today?

SAM: Stated question.

Representative: I have no knowledge of this.

SAM: OK, I was just coming to visit and wanted to know if we would have any issues with ticks in the woods or on the property.

Representative: Yeah, I don’t know.

SAM: OK. Thank you.

Score: 1

thumbs downComment: Wow, that was frustrating. It’s understandable that the bot couldn’t understand my question, but the agent was almost obstinately unhelpful. And you know what else makes my blood boil? When a chatbot or form asks for my question before connecting me with an agent, and then the agent asks for the exact same information.

 

MOUNTAIN 7, MIDWEST

SAM: Stated question.

Chatbot: Is this about childcare, getting married at the resort, or dining? Or type agent to speak with a representative.

SAM: (Types “agent” to speak with a representative.)

Human Representative: How can I help you?

SAM: Stated question.

Representative: I have been told that this is a bad year for ticks everywhere. We do not spray for ticks, but we do keep the grass short where the higher traffic areas are.

SAM: OK. Do you have any recommendations on how to keep them away?

Representative: The rest of the property may have ticks, but you can check online for tips and tricks to keep them from biting you.

SAM: OK. Thank you for your help.

Score: 8

thumbs upComment: FINALLY, an answer to my question. I was able to connect with an agent immediately, and that agent responded with useful information and suggestions. I took a couple points off because I had to input my info (email, name, phone number) twice: once when talking with the bot and again before it would transfer me to a human representative. 

Identity Revealed: Boyne Mountain, Mich.