Chat bots were created to transform marketing methods, but there are still steps on many missing paths.According to Digitas, 59% of Americans have or are willing to communicate with chat bots. After all, customers can use them to get quick personal help on their mobile devices.
On the other hand, brands can use 24/7 available chat bots to automate customer service and collect consumer data. In fact, by 2022, chat bots can help reduce business costs by more than $8 billion annually. As a result, large companies such as NBC, Sephora and Uber have built their own robots.
Messaging applications such as Facebook Messenger, WeChat and WhatsApp have also contributed to the rise of chat bots. According to eMarketer, by 2019, more than a quarter of the world’s users will use mobile messaging applications. The brand continues to use these apps to launch their own chat bots.
However, despite this excitement, chatbots are still not satisfied with their customers. Without the right approach to using this new technology, companies simply waste money and disappoint the audience. That’s why marketers must understand the complexities of chat bots and prepare them for the challenges they face.
Why did the chat bot fail?
Chatbots can’t fully realize their potential. Marketers have forced themselves to perform traditional functions, thus shortening their time. For example, instead of taking the opportunity to rethink the entire customer experience of this new tool, it’s better to insert a simple automated response into the messaging service.
As Katy Lamkin wrote for the Prophet, “Many companies believe that they only innovate through iteration.Will you work with a fork as a knife? Then, do not use the chat bot to perform call center functions. please consider it. If the old policy is applied to the new platform, the old policy still exists.
The point here is that the chat bot is not only a party, but also a box for parsing messages between parties. A powerful tool that provides a personalized experience for individual consumers. They can be used to follow up on each buyer’s journey and provide optimized services and complete transactions, but only if the marketer uses them correctly.
How to optimize your chat bot strategy
The two main problems that hinder marketers from taking advantage of chat bots: isolated departments and inefficient technologies.
Let’s start with the first one. The interaction between chat bots does not exist. For example, customers can view email newsletters, check out Facebook pages, open Facebook Messenger and ask chat bots. In order to provide the best experience, you must be able to see all the steps of the journey. As a result, departments ranging from social media and customer service to sales and IT need to work together to develop a unified view of customers.
The solution is to use the right technology to get the job done. Specifically, marketers need to connect robots to intelligent systems that contain data from all customer touch points. You need a platform that can display and collect information from email responses, social channels, customer relationship management software and sales calls.
For example, when a customer sends a message to a company using Facebook Messenger, the data is processed and matched to the data in the platform.
Machine learning can then be applied to the data.
This allows marketers to accurately understand the needs of their customers and forward the message to the appropriate customer service agent. Or, if the customer starts a conversation on Twitter and then selects a conversation on Facebook Messenger, the company must be able to track the conversation and use the aggregated customer intelligence when participating.
By integrating departments and getting the right technology, companies can seamlessly switch between bots and customer service representatives. Traditional call center strategies still exist.
Create a more intuitive customer experience
Chatbots have nowhere to go. It provides a new and effective way for marketers to attract individual customers on a large scale. Messaging applications will continue to grow to accommodate customers’ mobile habits.
Still, hype alone does not make them successful. To take full advantage of the potential of these tools, marketers need to take the right approach. You need to connect your chat bot to an intelligent platform that combines data from all touch points. In this way, the chat bot is another outreach object.