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The consumer experience begins to overlap the price of products and products as the main differentiating element.
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34 percent of people declare that they would prefer to receive attention or responses from an artificial intelligence.
The consumer experience is an element that begins to superimpose on the price of products and products as such as the main distinguishing element of brands, knowing how to improve this concept is undoubtedly of great importance and for this reason we will talk about 5 ways to use a chatbot for this purpose.
Why with chatbots?, because these represent a good opportunity for business and have become a trend thanks to the growing acceptance among consumers, according to Statista data of 2017, 34 percent of people declare that I would prefer to receive attention or responses from an artificial intelligence through a chatbot or virtual assistant, so if you are interested in adding one, this is how you can use it to improve the consumer experience.
Ways to use a chatbot
- Start offering value
The first way to use a chatbot is to provide consumers with information related to their purchases or alerts to build an audience in conversational channels, such as SMS or Messenger. With these audiences it will be possible to boost engagement and upsell's efforts so that the bigger the audience, the better the results.
According to data from 2017 shared by SmartInsights, 40 percent of consumers want chatbots to send them special offers and alerts about promotions they can take advantage of. While it is advisable to do this, to complement it, reminders can be sent to consumers about forgotten items in their shopping carts (in the case of online stores), and they can be offered services as added value.
- Put the data to the center
The chatbots that work with Artificial Intelligence must serve in multiple interaction channels throughout the range of services that the company has, however, this does not happen many times because the limitation is the data, therefore, the second of the forms to use a chatbot is to leverage them. Data allows chatbots to acquire a precise and contextual understanding of consumers and their needs.
According to Forrester Research, reputable firms such as Nike and Target are moving away from email as a channel for customer service and are opting for real-time communications working with chatbots. The change of these renowned firms reflects the evolution in the expectations and behavior of consumers, however, to achieve them it is necessary to have a consumer profile that is rich in data, this to support automated assistance in real time.
If with the chatbot of your brand you plan an automated assistance initiative, it is recommended that you consider all the data you currently have and that you see the way to share them with the Artificial Intelligence of your chatbot, after that, you should also consider how all The interactions and contextual understanding that the AI has can be sent to the data ecosystem with which you already have.
- Consider context as a key
Chatbots that currently manage to solve consumer queries use artificial intelligence to understand the context of each person. In some iterations chatbots are even more accurate and efficient than humans in answering questions. However, that a chatbot reaches that level is not easy to achieve, working to equip an automated assistant with the intelligence, data and skills required is an action that many firms fail to achieve due to the challenges that entails.
For the above, it is advisable to use Artificial Intelligences that are specialized in the industry, this to be able to offer the consumer something more than experiences based on the use of keywords and decision-making trees. Add to the above, consider that the third of these ways to use a chatbot requires a significant investment in terms of planning the consumer experience and services it offers, so it is recommended that you add platforms that are quick to implement and that are guaranteed.
- Go beyond the decision tree
For a chatbot, conversation flows can be very limiting and ineffective to maintain engagement with consumers. A flowchart of this type is based on the use of keywords within a query made by the consumer and this limits this tool depending on how good is the ability of its developers or managers to anticipate use cases in the that the chatbot will come into action.
Although it sounds repetitive, today, as indicated by smartinsights, the best experiences with chatbots come through the use of artificial intelligence, especially that which has the capacity of contextual understanding of the consumer and is equipped with data and capabilities to serve in specific situations . Consider adding platforms that not only provide the necessary conversational management but also understand in the context of the consumer.
- "Think out of the box"
The last way to use a chatbot to improve the consumer experience is to "think outside the box" and consider that these are not only notification tools, they are automated assistants of the brands, therefore, they must have a wide range of functions, from assistance in the per-purchase stage to the management of after-sales service. It is recommended that the chatbot of your company includes marketing functions, upselling, offering value-added services, etc., all this to achieve a positive differentiation for the brand, one that will be important in the coming years.
According to BizTech, in just 5 years chatbots will be fundamental tools for retail to the point where 70 percent of them will be based in this sector because they will save millions of companies since they can enable upselling, detect and prevent abandonment shopping cart and manage loyalty and rewards programs that will improve the chances of leaving customers satisfied.
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