Building an effective CRM strategy, that is expected from your clients, takes time. Today’s most efficient CRM requires more than the long-term use of telephone, email, or even social media. A conversational agent provides a way for companies to interact with customers, answer their questions, and give them options. Better yet, a ChatBot can work independently of human operators, letting you engage with customers at any time of the day or night without the need for live staff.
How can you insert a conversational agent into your current communication and customer relation strategy? Here’s our best advice.
Decide on the Type of ChatBot You Want
Determine which type of ChatBot will be best for your CRM needs.
- Service-oriented ChatBot: This type of chatbot provides conversation-based interaction between customer and company. It is a long-term solution designed to provide answers to the customers’ questions and responds to their requests. Most companies that want to implement a solution involving conversational agents should consider this option.
- Temporary ChatBot: Temporary ChatBots are usually geared to a specific promotion or company event. They are also conversational, but they are intended as a way for customers to find out about the promotional event, get information on special pricing, or otherwise interact about, and during, the promotion.
Ensure Connection between Your ChatBot and Your CRM System
It is vital that a ChatBot be able to access information contained in your company’s CRM system. Without this information, interactions with customers will be dull at best and ineffective at worst.
An effective experience with a ChatBot requires coherent answers and responses from the ChatBot. By integrating the chatbot with your CRM tool, customer conversations will be more relevant because they will be based on that customer’s specific needs and background information.
Make Your ChatBots Effective
When creating your ChatBot, be aware of the need to push the right content to the customer at the right time. A well-integrated chatbot will know where the customer is within the sales cycle and will be able to react to data specific to that customer. For example, a customer who wants to reorder your produce can interact with the conversational agent to place the order. If the ChatBot can access data about the previous order, it will be able to make better recommendations, including appropriate upsells and cross sells.
Use smart scenarios that can be created to respond to specific needs or situations. For example, if your company has a special offer underway, include some chatbot scenarios that address those specials and encourage the customer to take advantage of them.
Good to know!
Since April 2016, Facebook allows you to use ChatBots to interact with customers through Messenger. A promising new channel for your rich media mobile campaigns!
A well-scripted chatbot makes the customer feel as though the chatbot has performed as well as a real person. If the interaction is pleasant or humorous, and above all useful, the customer will come away with a good experience. As ChatBot use is evolving, the quality of experience will become even more important to impressing and retaining customers.
A Final Thought
Remember that conversational agents are only as smart as the scripts and data you include in them. Schedule frequent updates for your CRM ChatBot to ensure that fresh content is available regularly. New and improved content will improve the chatbot’s performance and will keep customers interested in using it.
Contact myElefant today for more information on how you can use ChatBots in your CRM and mobile messaging strategies and for expert counseling on effective mobile marketing.