In today’s fast paced digital era, customers are more demanding than ever before. They want instant interactions and quick solutions. How can companies with limited resources keep up? By adopting a chatbot, an automated assistant that can directly exchange with your customers and even push rich mobile campaigns via messaging app (such as Messenger, Wechat…)! Chatbots offer endless opportunities to increase customer satisfaction while saving time and costs. Companies can even hook chatbots up with their CRM software for even more efficiency. The added value of accessing customer data allows you to deliver a truly “personalized” user experience.
Use chatbots in your cross-canal strategy
Chatbots can be used both on mobile and desktop, making them ideal for cross-channel marketing. Cross-channel or omni-channel marketing consists broadly in diversifying your communication strategy to capture as many customers as possible (for example, using sms to grab the attention of people who do not usually open marketing emails). With the imagination of your CRM team, chatbots can be used in a wide range of scenarios such as:
- Driving traffic to your website through rich mobile campaigns.
- Optimizing the budget of mobile messaging campaigns by pushing rich media content (and thus eliminating costly third party telephone operators!) through Messenger.
- After-sales service interactions (e.g., order recaps).
- Gathering information about customers.
Provided your chatbot is linked to relevant content and data, you’ll be able to use it to push the right information to the right person.
Reduce your after-sales team workload
Like any relationship, the real work comes after you have engaged your customer and made a sale. After-sales teams spend a considerable amount of time answering routine questions. Yet 74% of customers say their most important satisfaction criteria is getting a quick, thorough answer to their questions(1). Chatbots can easily be programmed to answer basic queries, freeing your customer service team which can focus on resolving more complex issues. Don’t forget: a more responsive CRM team contributes to a higher level of customer satisfaction.
Pro tip : building a chatbot
Whilst chatbots seem to think on their own, they obviously don’t. These tools owe their intelligence to the data they are linked to, it is thus crucial to keep them updated with the latest information gathered regarding customers and prospective clients, in order for them to be useful for the firm.
Your chatbot should adopt the logic of the good old traditional voicemails. In a few words, think about a decision tree, in which a closed question has 3 to 4 potential answers. Such decision trees guide customers to information they need or to a department that can provide them with help if needed.
Keep in mind that your chatbot will never be able to fully replace human support! Some questions are just too complex and must be re-directed to a human if needed. But as chatbots evolve over time, they have the potential to revolutionize customer service. myElefant offers a 5-step program helping you turn basic chatbots into smart ones. Want to test it out?
Learn here to easily design and test your own chatbot.
- Study from Webhelp – Opinionway 2009