What is the value of a chatbot in marketing and communication?

They are everywhere. Chatbots — these conversational bots — talk and exchange with us about instant messengers. True virtual advisors, these interlocutors, with a quasi-human language, offer to help us daily on Messenger, Skype, Twitter or SMS… But what is the value of a chatbot for the company?

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Laurent Eskenazi, you are founder of Aesop digital, a chatbot creation agency; chatbots are announced as a major trend in 2018.

In France, Facebook Messenger has already opened a “store” of chatbots since October 2017, what can be found in this chatbot store?

There are already very popular chatbots, like “Lemon” which suggests you discover a bar or restaurant, as if you were chatting with a friend. Meetic’s one asks you about your personality, your tastes and suggests profiles corresponding to your answers. The SNCF-Voyages chatbot offers train tickets, depending on the wishes and characteristics of your request.

This “store”, which is called “Discover” in the French Facebook Messenger, highlights chatbots in its “featured” section, but several categories are available: entertainment, finance, health and sport,…

What is the value of a chatbot for the user?

Chatbots have an interest in all areas that affect everyday life: they allow you to buy products or services, solve a problem, make a claim, pay an invoice, make an appointment…

Above all, they provide an instant answer to a question asked by a user. And we quickly understand the interest that this presents to the company, in terms of customer relationship.

What are the advantages of a chatbot compared to conventional communication channels: website, app, phone…?

On a website, or mobile application, it is the user who is obliged to adapt to the service, interface, navigation mode. With a chatbot it is exactly the opposite: it is he who adapts to the user’s request. It is this interaction in natural language that makes chatbots much more interesting.

The other advantage of a chatbot is that there is no wait: the answer is immediate. We start a conversation at the time we wish, without being obliged to finish the conversation in a given time… You can resume it later, whenever you want. All in natural language and at its own pace.

We can see the value of chatbots in BtoC, to improve the customer experience; what others services can make chatbots to businesses?

For Human Resources : it is a great recruitment tool, effective for establishing a first contact. Adecco and Laposte also launched a chatbot on Facebook Messenger to attract future recruits.

A chatbot can also be made available to employees on the Intranet, to provide practical information and simplify the work of HR, automatically answering common questions: know the balance of his leave, the threshold for reimbursement of a train ticket, the conditions for doing telework,… looking for information”; he asks the question, that’s all. And the answer is instant.

Beyond HR, what are the other uses of a chatbot internally?

For technical support : questions about usage software in the enterprise is common, including Windows and the Office Pack. A chatbot can advantageously help technical support provide the most appropriate answer. In some cases, the user could even, directly, query the chatbot to get the answer to his question.

For information systems : a business application can be replaced by a chatbot to facilitate a field mission for example. One can mention the case of Engie who created a bot on Skype to control his wind farm. In the field, the technician can question the sculpin about the technical characteristics of the wind turbine, and check certain points.

Today, one in four French Internet users has already discussed with a chatbot… How much are chatbots called upon to develop?

Indeed, 46% of French Internet users have already “seen” a “chatbot” and 26% have it already asked questions, according to a survey published by Les Echos. The study firms are all eloquent on this subject. These three significant forecasts can be noted:

  • By 2020, chatbots will fuel 85% of all customer service interactions (Gartner).
  • By 2022, bots will save 8 billion per year for customer services (Viuz/Juniper Research)
  • By 2019, 75% of workers whose daily tasks involve the use of enterprise applications will have access to intelligent personal assistants to increase their skills and expertise (IDC).

To go further, I recommend: the training ChatBotcegos

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