January 31, 2018, posted by Alexis Gilmore
Chatbots: A New Era of Customer Engagement
Social media has become the go-to for customer service. As a customer, if you have an issue with a brand’s product or service, you just hop on Twitter to get the problem resolved. As a brand, you hire a community manager to facilitate the conversation and monitor inquires. For this reason, social media will continue to be a critical channel in growing brand and customer relationships. But now we have chatbots.
Chatbots are transforming the way brands communicate with their customers. The adaption of chatbots, powered by AI, will increase in 2018 and they will power 85% of all customer service interactions by 2020. Chatbots are giving marketers a new way to engage with customers on a more personal and direct level through a platform you already spend most of your time using: messaging apps.
How Brands are Using Chatbots
No matter where you are, you can always search for recipes, products and food inspiration without even leaving the Messenger app. The cool part is you can search by way of a food emoji to get recipe ideas (i.e. a shrimp emoji 🍤for seafood recipes) and if you have any dietary restrictions, the bot will serve you up some additional options.
Spotify’s messenger bots give you playlist recommendations based on your mood, what you are up to, or any genre of music you want to listen to.
How Brands can Benefit from Chatbots
Bots will be able to solve consumer problems via messaging apps and design a conversation with filtering questions to understand the user’s intent. As consumers research, not only do they want answers to their questions as quickly as possible, but they expect instant communication. According to HubSpot, 71% of people are willing to use messaging apps to get customer assistance, mainly because they want their problem solved quickly. Bots will be able to meet this type of demand, being able to respond to customer inquiries instantly. They will improve not only efficiency in customer service, but they will be able to “learn” through the course of a customer interaction, delivering suggestions to satisfy their immediate desires.
Advertising with Bots
With the new Facebook algorithm update and the expected increase of rates for news feed ads, there are opportunities to test other advertising vehicles on Facebook beyond the news feed such as Messenger. If you aren’t aware, back in 2016, Facebook introduced a new feature that allowed Messenger to be a destination for your ads. Why is this great? As a marketer, you have unlimited potential to communicate instantly with prospective customers/leads. Messenger allows customer support so rather than switching to another channel to get information, consumers can simply ask questions to the chatbots and receive a response immediately.
As a marketer, your messenger ads can serve as retargeting ads to touch bases with the consumers who didn’t convert on specific landing pages by allowing them to ask questions. This can help to alleviate any doubt the consumers may have about the products or services in question without the need of extra manpower for call centers or online support. Once consumers get their questions answered, most are ready to continue along the consumer journey.
Chatbots provide genuine benefits for both marketers and consumers. At the end of the day, your customers want speedy, effective support and bots are able to meet that demand and become better at it as their interactions increase. Chatbots are becoming increasingly popular as the demand for immediate consumer assistance increases. And with the various applications for these chatbots can capably address real business needs — making this a trend that is truly worth adopting.