How do I use a chatbot?

by Matthias Clairiot 26 Sep 2018 in Laboratory

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A chatbot is an artificial intelligence system that will allow you to communicate directly with your customers. Today they can be found on several media such as websites but also on applications, mainly those for messaging such as Facebook Messenger, Telegram, Skype or Slack.

These new kind of robots offer many opportunities, but how do we exploit them properly?

In this guide, we will discover several areas in which chatbots can help you in the development of the growth of your business.

How can chatbots improve my company’s customer relationship?

We have seen more and more appear on the websites these conversational boxes that allow to contact directly an advisor, a seller or a technician. Classic Chat has democratized itself to become a real means of contact with the company. It offers customers the opportunity to have an answer without going through the phone or the classic email.

However, it is not always easy to respond quickly and efficiently to several hundred or thousands of daily visitors with a workforce dedicated to the customer relationship sometimes reduced.

For this, setting up a Chatbot can be a very relevant solution.

Indeed, with chatbots you no longer necessarily need to have a natural person to respond to the flow of requests. It can be used to qualify this entry with information to facilitate and optimize the time spent per customer request.

The implementation of a chatbot allows you to offer assistance to your visitors 7 days a week throughout the day while optimizing your operating costs of your customer relationship service.

But is a robot really effective?

With the development of artificial intelligence (AI), these conversational robots will learn from discussions maintained your customers. Once the data is accumulated, robots can anticipate discussion patterns using machine learning. Chatbots are scalable and discussions are becoming more personalized and authentic. Sometimes we may even ask ourselves the question of whether we communicate with a robot or a real individual as the discussions seem natural.

According to a Hubspot study, this means of communication is actually beginning to be appreciated by consumers, with nearly 48% of them who would prefer a chat exchange over another way of contact. For Ubisend and a 2017 study, 21% of consumers see chatbots as the easiest way to get in touch with a company.

Chatbots in the messaging apps

Instant messaging apps have really made it possible to democratize chatbots. When Mark Zuckerberg made the decision to open his messaging app to these chatbots, more than a billion users discovered new ways of converting with businesses and other Facebook pages. Proof of the craze, there are now more than 100,000 bots available in the app, with many major brands that have embarked on the adventure like Starbucks, Coca-Cola or Expedia.

For example, on Facebook Messenger, you can create your chatbot and include it in a promotional strategy. With advertising targeting available on advertising platforms, you join your target as soon as they connect to their app. Once the conversation is started, you will be able to collect information such as a number, an email address, see sell directly within the chat.

A bot to improve customer service with KLM airline

Here is the example of KLM that set up a chatbot for its travelers. You can find your booking, boarding pass and all notifications related to your flight. The chatbot offers the ability to perform many actions without going through a specific service.

With just a few messages, you can easily change your seat on the plane, for example, all with a service available. 24/7.

The results were conclusive:

  • 40% increase in customer interactions with Messenger
  • 15% of boarding passes are sent via Messenger
  • 5 points exceeding the Net Promoter Score (NPS) on Messenger compared to their goals.
  • The chatbot set up helps the social team respond effectively to the nearly 15,000 conversations generated online per week.

What other uses for a chatbot?

We have been able to see in this article via a few examples, how chatbots can help you manage your company’s customer relationship.

Whether through a step of qualifying user requests before redirecting them to an advisor, or by managing a request completely autonomously, chatbots will save you time and gain efficiency. Your teams will have more time to manage the most important cases.

However, the use of chatbots is not limited to the customer relationship but they offer many opportunities for businesses to increase sales and lead numbers.

Chatbots ready to take off the conversion from your site

Chatbots can be real allies in implementing a strategy to harvest qualified leads for your business. With a good funnel and the right questions, your chatbot will collect emails from your visitors so that they are recontacted by your company.

You can set up a chatbot that will interact with your customers directly on the site. Interaction rates are generally high and help develop your lead acquisition strategy.

Here are some examples of what a chatbot can do with your visitors to generate leads:

  • Qualify the person’s project and present your service.
  • Get his name, phone number, know the company he works for.
  • Submit a white paper or any other qualifying resource in exchange for your email.
  • Create an account for a trial of your solution.
  • Offer a promotional code in exchange for an email.

Implement your lead harvesting automation strategy.

Once this chatbot is integrated on your site, you can improve it by developing the discussion path and analyze the frequent responses of the people who used it.

Some actions optimize the performance of information gathering:

  • Identify irritants by observing where Internet users stop the discussion
  • Set up A/B tests in your conversion funnel.

After analyzing the results, adjust your chatbot accordingly to convert your visitors even more efficiently.

What happens after getting a lead with your chatbot?

Once customer data is collected, take action with a strategy to automate your marketing. This will free up time that you can put to the service of high value-added tasks.

Using applications like Zapier, the collected data can be sent by email, updated in a spreadsheet or even integrated into your CRM. Once this information is entered into your CRM, for example, tackle the second phase of your marketing strategy by activating an email campaign to get back to your prospects.

This task automation will allow you to develop and “scale” your lead acquisition. With this free time, you’ll be able to spend time improving your marketing campaigns to drive traffic to your landing pages or focus on developing your business by working to convert from all these new leads acquired by conducting telephone prospecting.

Chatbots in Action:

E-commerce: Starbucks Barista and Ebay

Starbucks has for example launched Barista which allows users to order coffee directly from the Starbucks of their choice within the app. It thus saves the queues to customers with a playful way of order your coffee remotely. Other brands in the restaurant also have their chatbot like Domino’s who also developed its own bot for the delivery of its pizzas.

The chatbot set up by Ebay allows it to find a product directly from the email application. The chatbot will present you a product according to the criteria you have defined.

Choose the brand, price and color and the bot will search and offer you a corresponding item. All you have to do is click to discover the product on the Ebay website.

Increase the number of leads harvested

As presented at the beginning of this article, the chatbot allows you to support you in the conversion of your site.

Here we have the Drift website chatbot that allows to qualify the visit of a user in order to collect his email address in a few messages.

Easy to implement, this type of chatbot will allow you to retrieve qualified leads directly on your site and generate meeting requests automatically.

A chatbot like homepage: Landbot-io example

Other sites have even made the choice to leave on a landing page only with a chatbot in order to generate more leads.

This is the case of the landbot.io site, which has seen its number of leads increase after the implementation of this atypical homepage!

But how to create your chatbot?

There are several solutions on the market that allow you to create a chatbot without real coding knowledge.

Here is a small list of the best-known solutions offering ability to launch quickly:

https://chatfuel.com/

https://morph.ai/

https://botsify.com/

https://manychat.com/

Other solutions exist to develop more advanced robots. In this case programming will be needed in order to create conversational agents and chatbots. IBM and Amazon can then be two supported media.

To sum up, integrating your chatbot into these messaging apps offers a real opportunity to reach a wide audience ready to talk.

Above all, this is a way to communicate in an original way with the client he will have a great chance to remember. That’s why before you get started, you need to define the goals of your chatbot and how to create an engaging experience that brings added value to your target.

This article interested you and want to set up a chatbot for your business?

Whether it is for a service chatbot, entertainment or to collect leads, our teams can accompany you to set up a chatbot related to your activity.

Do not hesitate to contact us!

Sources:

https://www.16best.net/blog/chatbots-gone-wild/

https://www.landbot.io

https://www.drift.com

https://social.klm.com/flightinfo/messenger/

https://www.hubspot.com/stories/chatbot-marketing-future

https://blog.ubisend.com/optimise-chatbots/chatbot-statistics

https://thinkgrowth.org/7-fascinating-stats-hubspot-research-uncovered-in-2017-f8f6b09b6fa4

Not convinced yet? Some encrypted results on chatbots!

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