1. Optimise for the end user
Bots should be used to improve the end user experience, not just to make life easier for customer support teams.
2. Don’t pretend to be a human
Playing bait-and-switch with a user can make them feel that they have been duped, or that they don’t understand how a system works; both are bad user experiences.
3. Always have a human fallback option
Allow the user to express “I’d rather wait and talk to a real human, make this robot thing go away“.