How can chatbots make difference?

Oct 02, 2019 227 views

Chatbots are dialog-based interface software that allows users to talk to companies and systems, receiving automatic responses. They are increasingly present in our daily lives, which is a path with no return. According to a survey carried out by Portal Statista, the size of the global chatbot market will reach US $ 1.25 billion in 2025, a considerable increase compared to the US $ 190.8 million recorded in 2016. Another survey prepared by the statistics firm proves its acceptance to the public, with only 13% of global customers reporting that chatbots "were not effective" in resolving their requests, while 33% thought they were "very effective."

While the most common use for chatbots is customer service optimization, applying chatbots to branding and marketing strategy can be an important ally to your business as it can help attract new leads in a more qualified, make marketing efforts measurably more effective, collect market data and know what your customer is looking for. So it's no exaggeration to say that with a good strategy, chatbot can transform the way your branding and marketing management is conducted.

Benefits of automated aid for the strategy

One of the applications is lead nutrition. Chatbots are more agile than email and more intimate than social media posts. Thanks to these features, it is possible to structure an automated and efficient lead generation strategy with them. Lead nutrition is not just about delivering regular content to people, but getting them to the right messages at the right time. Good nutrition guides and engages a lead through a shopping journey until the moment of conversion. Therefore, in addition to volume and quality, content must have purpose. When done through a chatbot in a consumer dialog, you can automate this progression much more intelligently and maximize the efficiency of lead nutrition.

Another trend is to optimize chatbots to maximize online sales. Many companies already use the technology to do this, allowing customers to shop online in a more natural dialog interface than the more conventional visual interfaces of e-commerces. In a dialog with chatbot, the customer can obtain all the technical details of the products or services offered and make comparisons to decide on the purchase. It is also possible to make the payment, via chatbot, with more agility than other online shopping systems.

In addition, because it is a fully customizable communication channel, chatbots can be programmed to record customer shopping preferences, compare patterns of behavior from other buyers, and offer similar products as a recommendation. Chatbots developed based on Artificial Intelligence can "learn" as more purchases are made, that is, systems are becoming more effective. Thus, they get more data on user behavior and refine their suggestions, using each previously performed interaction. We can not forget one detail that makes all the difference: chatbots are available sellers to ask customers questions 24 hours a day, seven days a week.

The qualification of leads consists in finding out at what moment the sales funnel the consumer is, in order to know the best way to follow with him in the day of purchase. The result of that qualification determines what to do with that lead: forwarding it to the sales industry, disqualifying it and not investing more in it, or simply continuing to work on it with marketing. With chatbots, you can automatically qualify leads and regulate them intelligently with simple questions. In addition, some active interactions from the user to the chatbot may indicate that it is already ready for conversion or that it should be disqualified.

The first service comes from the bots

The automated customer service performed by the chatbots can also be a good marketing tool if used correctly. Its advantage is to provide quicker and more accurate answers to questions or simple problems. Thus, if the client asks a more complex question, the software directs him to the human service.

Another advantage is that chatbots can customize attendance, since, in addition to accumulating data interactions that can become inputs for future improvements, they can be integrated into CRM systems to better understand the audience and customize service with agility. It is worth mentioning that a personalized service is more valued by the consumer - besides being more efficient, considering that it will treat demands and preferences with more objectivity.

Lastly, chatbots are great for collecting as much useful information about the audiences and the market for a product or service. The simple communication between a potential consumer and the chatbot is capable of generating interesting inputs that can be analyzed and transformed into insights to improve the marketing strategy. It is also possible to create dialog formats that are purposefully related to the purpose of data collection. With this, chatbots work as a kind of market research tool.

(Re) cognition for your brand

In terms of branding, chatbots also have a lot to do to help your brand win over captive fans. They can, for example, promote a more fun interaction with the user. When well developed, they have the potential to breathe new life into the customer experience, as well as the potential for viralization in campaigns.

An interesting example was the bot used by Pontofrio during the last Customer Week. To honor and deepen the relationship with its consumers, the retailer developed an action with a virtual assistant that generated phrases for the people who interacted with the company via Facebook Messenger. They needed to translate them into emojis to earn some of the most sought after products on the internet. The action impacted more than 200 thousand people, motivating more than 400 thousand interactions and generating almost 10 million messages in the profile of Pontofrio in the social network.

Going further, marketers and agencies should investigate how they can use chatbots to increase the performance and organic reach of ads and provide marketing automation. For example, Facebook allows news feed ads to deliver traffic directly to a brand's chatbot, setting the stage for all types of creative implementations reaching new customers. At the same time, it is important to expect - and to plan - a degree of satisfaction in developing the personality and responses of your chatbot.

Actions that captivate customers

Users with digital experience gravitating towards chatbots are often motivated to test how "chatty" a human is by communicating sarcastically. Brands that prepare for this by creating a persona and witty responses will ensure a greater adoption of the chatbot experience. When Spotify is accessed, but there is no network, the bot tells the user, "Hey, we're out of the internet right now." This brings the customer closer to his brand and lessens his frustration at not being able to hear the music at the moment.

Although it is an efficient conversion tool, automated e-mails are often rejected as spam. Chatbots can help revitalize the brand's active communications by acting as an interactive partner and a readily available customer assistant. In this role, chatbots provide value as a personalized tool - as if assuming the role of a fun friend who accompanies the customer on purchases.

The American shoe retailer DSW leverages chatbots to both follow post-purchase customers and offer a "gift concierge" that guides customers with knowledge, helping them choose gifts and discussing the intended recipient's preferences. As brands become more proactive in their communications with the customer as a whole - especially in social media - chatbots are even more welcome for such disclosures.

These are some features that give prominence to chatbots in the area of ​​marketing and branding. Before investing in technology, I recommend that branding and marketers as well as agencies consider carefully which specific features will be introduced and which practices will be replaced. With the right preparation and mindset, chatbots can adequately deal with the real needs of various businesses - making this a trend that really is worth taking.

I have no doubt about the benefits that chatbot can bring to your business, but I always like to stress that it is not because technology is available that all consumers will prefer it instead of a human experience. While chatbots are ideal for entertainment, quick responses, simplifying processes, and providing confidential information, it is important that brands provide immediate access to a human being for support if there is any frustration in the middle of service. After all, it is also part of your brand management not to leave your customers at hand at any time.