The chatbot is to integrate into your digital marketing strategy, but be careful not to fall into certain pitfalls. It is widely sought by users of social networks, such as Facebook, but also on corporate websites. It is, moreover, relatively easy to set up, even without technical knowledge.
Plan de l'article
- What is a chatbot?
- What is the point of chatbots?
- The pitfalls to avoid in its design
- A few tools to create your chatbot
What is a chatbot?
The chatbot is a customer relationship automation tool based on the principle of artificial intelligence. Specifically, this device is a PLC that is capable of converting with the customer through instant messaging.
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Like Apple or Google’s voice assistant, the user can ask questions about your business, products, or services to the bot, which can then answer them without you having to intervene.
To do this, it will then be necessary to anticipate the Potential questions from your customers and prospects to integrate them into your chatbot.
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What is the point of chatbots?
Deploying this technology on your website or on Facebook Messenger can have many advantages if it is properly incorporated into your digital communication strategy:
- It allows you to de-congestion your customer service from common and easily solvable questions, to focus only on complex requests. Inherently, this saves up to 30% of the costs associated with the latter;
- it helps to strengthen customer satisfaction . They are available 24/7. They therefore help to meet the needs of autonomy and immediacy of Internet users. While 60% of consumers shop in the evenings and weekends, only 50% of customer services in France are available on weekends. Set up 24/24 Customer Service 7/7 can be very expensive and therefore is not within reach of all companies. Only, this gap between real consumer needs and the ability to respond to businesses often causes dissatisfaction for customers and can lose opportunities. A conversational bot helps improve customer satisfaction and sometimes even build loyalty
Similarly, according to a Forrester study, 72% of Internet users prefer to find answers themselves on the web, rather than call on customer service. Indeed, the response time of telephone customer services is often long. In addition, it is sometimes necessary to go through several interlocutors to solve the problem. A chatbot will allow the customer to get instant responses .
In addition, conversational automatons are becoming more and more sophisticated. Some of them are even equipped machine learning system: they are able to learn conversations with users. They also interact more and more naturally. In the past, the machine’s difficulties in understanding and processing natural language was a hindrance to the implementation of this technology. Today, the considerable advances in artificial intelligence are achieving much better satisfaction rates.
The pitfalls to avoid in its design
Be careful, if the chatbot is a great technological tool, it is not suitable for everyone or all companies. For it to have real added value in your marketing strategy, you will have to avoid falling into certain pitfalls:
Create a chatbot because it’s trendy:
Before you create your own virtual agent, ask yourself what goals the virtual agent will achieve. Wanting to do as everyone is, effect, not a relevant technique. It will therefore first be necessary to audit your customer service, its strengths and weaknesses internally. The idea is to know what can be improved and whether setting up a robot can fill some gaps.
Do not adapt to the customer:
Like any marketing approach, it is important to know who your chatbot is for (age, gender, geographic location, etc.) to build a solid and effective knowledge base. The more you know about the target user clientele, the better the chatbot will meet your goals. Why? Simply because it allows you to anticipate recurring questions from your target and give the best answers to them and thus improve the quality of the user experience.
Expect the chatbot to respond to complex issues:
The purpose of a chatbot is not to replace your “customer service”. It is designed to answer more or less basic questions, but is not able to handle complex requests that require human intervention. For example, the robot will be able to tell the customer what procedure to follow to obtain a refund, but will not be able to process the request itself.
A few tools to create your chatbot
To manage your customer interactions, there are many solutions that allow you to create a chatbot without knowing how to code for a website or for messaging applications.
A chatbot for your website
Several more or less complete options are available to you for designing a chatbot for your website:
With Gobot extension
If your site was developed under WordPress , it is possible to create yourself a simple chatbot using a plugin: Gobot is one of the most complete. It’s completely free for now, to answer your customers’ questions, help them find a product on your site or schedule an appointment. Woowbot is the first Chatbot shop assistant designed to work with Woocommerce. For example, it will allow your customer to add products to their cart directly from the virtual agent.
With Synapse or Ladvize
There are more complex solutions, such as Synapse or Iadvize. The first create a Helpdesk chatbot from your documentation or knowledge bases that you have already developed. The French company Iadvize offers a highly advanced algorithm bot that can identify which customers are most likely to buy and when. Like a seller in a store, a discreet pop-up opens at the bottom of the page to advise the customer on a particular product throughout the purchase journey.
And also for messaging services
Many companies use mobile messaging apps (Facebook Messenger, Whatsapp, etc.) to assist their customers. There are solutions to create this type of chatbot without knowing how to code:
Botsify is specially designed to create chatbots for Facebook Messenger. Even if the application has its own system, it is complicated to configure without technical knowledge. Botsify allows you to create your conversational solution with a simple editor. The little plus is that it can also integrate into WordPress. The free version offers a chatbot (up to 100 users). Premium plans start at $10 per month.
Flow XO allows you to create chatbot on many email services (Gmail, Slack, Linkedin, Facebook, etc.). It also allows you to combine chatbot and Live Chat. So, if necessary, the human can take relay when it becomes necessary. It’s free up to 500 interactions, then you will have to opt for the premium formula starting at $19 per month.
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