In the never-ending quest to boost efficiency and trim costs, businesses are rapidly turning to customer facing chatbots. At their best, these AI systems streamline interactions and deliver 24x7 support.

But there’s a catch. Chatbots too often fail. Instead of answering questions and resolving problems, they lead customers in circles—or to a dead end. Forrester found that 38% of users have a negative view of chatbots and 78% said chatbots aren’t equipped to deal with complex issues.

It’s even more infuriating when there’s no option to email or connect to a live agent. I’ve recently stopped buying things from three major companies because I couldn’t reach a human when I really needed one. Issues that should have taken minutes to resolve stretched out across days. In one case, I had to turn to my credit card provider to dispute the case (I won).

A basic fact frequently flies beneath the radar: an organization can nail a set of chatbot performance metrics yet fail miserably in the real world. Ornery customers, a tarnished brand image and decreased revenues follow.

The solution? Embrace a 360-degree view of customer service. Ensure that AI chatbots know when to hand things over to a human. Instead of viewing AI solely as a way to slash costs, think of how it can enhance value.