What is a chatbot’s interest in marketing and communication?

A few years ago chatbots seemed like an idea taken from science fiction. But it also looked like video calls, live videos from the cell phone and, if we go further back, the mobile phones themselves, right? Today, more and more companies are incorporating chatbots into their daily marketing and sales strategy, thanks to the development of sophisticated cognitive bots capable of understanding users’ intentions and providing answers using natural language.

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It is true that there is still some proceeds against this technology and not everyone is encouraged to integrate it into their strategies. Perhaps it is because of the rooted idea that robots will “displace human work”; the fear of falling into quite artificial communication; or perhaps they feel they will lose control over the process.

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From our experience, we can say that it is time to demystify those beliefs. There are many different types of chatbots that are configured for different goals , with a level of artificial intelligence that can be trained to learn and improve constantly. If chatbots are applied strategically, they help boost marketing and sales processes in the digital environment and not the other way around.

Why is it a good idea to integrate a Chatbot into your strategy?

Let’s start with the definition: a chatbot is a technology that allows a user to have an online conversation with software in a conversational interface (chat). The bot is created to recognize and learn from natural language and offers the user an interaction experience very similar to human.

These are the most common channels where chatbots are deployed:

-Like a livechat on your website or landing page (either within a landbot, designed specifically for interaction with the chatbot, or as a pop-up window ).

-On messaging channels such as WhatsApp, Messenger or SMS .

-Today there are cutting-edge technologies such as cognitive voice portals , which work as chatbots but using spoken voice over the phone.

Why is it an ideal time to include chatbots in a marketing and sales strategy:

1. The instant messaging boom:

At the beginning of the digital age, a user sent an email to a company, went to work, came back and checked the inbox hoping that they would have responded to him. Today these waiting times are much more inadmissible for users, who are used to interacting with their relatives via different apps via instant messages. For the brands, using these same messaging apps is an excellent way to connect with your users , who are much more open to communication through these familiar media. And the chatbot makes it very easy to chat with many customers across many channels at the same time.

2. Conversational Marketing:

The messaging boom and the interactive possibilities offered by digital media in general make conversation an ideal means for brands to communicate with their users. Chatbots are great allies for brands that want to embark on this trend of Conversational Marketing.

3. Marketing Automation:

Marketing automation or Marketing Automation is unavoidable for businesses that want to impact on the digital field. Artificial intelligence enables marketing and sales processes to be automated, from the generation of campaigns from attraction to lead tracking and after-sales nutrition. Bots that automate actions are used throughout the process, even if the user never has contact with them. In the case of chatbots, artificial intelligence is made explicit and the consumer comes into contact with the bot, which takes automation to a new level.

4. Self-service boom:

With automation trends, comes the self-service boom, increasingly demanded by users. According to Gartner predictions, by 2020 users will handle 85% of their interactions with the company without making contact with humans. The fact is that a large part of the users (mainly young generations) say that they prefer to independently and self-manage any issue related to a company (from buying a product to requesting technical support), rather than making contact with a human. This has put chatbot technologies at the center of the customer experience.

5. 24/7 service and sales:

Digital users demand self-service, because above all, they demand instant and permanent attention , available 24 hours a day. Having a chatbot allows the company to not be limited to business hours and that there is always a response from the other side every time the customer wishes to contact the company.

What can a Chatbot do for your company:

(In addition to everything we have already mentioned)

1. Profiling your leads

Chatbots available on a website or landing page can help qualify leads before they reach Sales. With a few simple questions, the lead is automatically graded according to the criteria defined by the Sales team, so that sellers only leads with high purchasing potential come to you.

2. Give your customers faster solutions

From booking a hotel, reporting an account balance or ordering a pizzeria, the chatbot can automatically perform simple operations immediately . It can be incorporated both for sales cases and general customer service, reducing resolution times.

3. Customize the user experience

The current netizen prefers personalized experiences, and that is what the conversation marketing trend we mentioned earlier points to. Brands that want to provide a differential experience to their consumers should opt for unique conversations, which specifically target user preferences and profile. And that’s much easier to achieve through chatbots. A good example of this application is the CNN’s bot, which offers personalized news to each user by simply asking a couple of questions.

4. Boost Engagement Through Conversation

A conversation is much more powerful to attract the user than a simple notification form or email. Many companies have achieved high levels of customer engagement and loyalty by providing a valuable experience through chatbots. For example, an airline can incorporate a bot on WhatsApp that not only manages check-in at the airport but also reminds the passenger of departure times and sends them a map of the airport.

5. Make your operations profitable, freeing agents for complex processes

Installing a chatbot is much cheaper than hiring a whole team of agents to handle a large number of interactions 24 hours a day. That doesn’t just allow companies make their operations profitable, but frees agents from the most routine and mechanical interactions , focusing on complex communications that do require human intervention.

6. Put your company at the forefront

The tools that a company makes available to its customers to improve their experience speak in general about that company and its differential. Showing yourself at the forefront is a value in itself , as you are showing interest in the user and that enhances the link between brands and customers.

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