With Chatbots, let your brand do the talking!
You have probably heard: Bots are the future!
The advancement of technology has transformed the way brands interact with their customers. Many businesses have started to incorporate Artificial Intelligence (AI) techniques in their digital platforms. The reason behind this move is businesses have started to recognize the importance of AI as a key emerging customer service tool. One of the most, popular AI techniques in use are the chatbots.
Chatbots are a tool that brands and businesses have to place their bets on and soon. That is the only way to stay in the race towards being the brand that drives and leads customer conversations.
Why the fuss around Chatbots?
Why the move to Chatbots you may ask. Let us get down to the basics and break it down to the T. A bot is a computer program that automates certain tasks, typically through a conversational interface. It converses with users using natural language (either voice or text) rather than traditional website or app user interfaces. Examples of chatbots include virtual assistants such as Apple’s Siri and Naver’s Clova.
From search engine marketing in 2000s to rise of Facebook and social media marketing in early 2010, now is the era of hyperactive messaging and constant conversations across various channels. In the age of “customer is God”, one cannot ignore how consumer behavior has rapidly evolved and has become more demanding for instant gratification.Today’s consumer has shifted from the social networks to messaging platforms in a way that growth of the four largest messaging apps exceeds that of the four largest social networks. Hence, the immediate need for brands and business to be constantly available to their customers. That is where Chatbots have come into play, as an important medium that helps brands know what their customers want instantly and directly from them.
Chatbots as the new marketing technique is turning out to be an exciting channel that gives brands the opportunity to connect directly with consumers in interactive and novel ways. This type of marketing and customer support makes it very simple and easy for brands and businesses to help customers resolve their problems by communicating with them via a chatbot. There is no room for doubt that these advanced technologies are proving for a fact that they have great potential to provide exemplary customer experience.
Customer service provided by chatbots is an effective way for brands to further enhance and improve customer experience, improve engagement and receive productive feedback.
A few aspects that brings out the best of chatbot marketing:
Personalized recommendations
Lately, personalization has become one of the key elements to provide a differentiated customer experience. Brands over time have started making the effort towards building a more targeted communication with their end customers.
With chatbots, brands are now able to appeal to customers by personalizing a conversation as per the individual. The algorithm is so advanced that recommendations made by a chatbot, rather than relying on wild guesses, makes the consumers feel as if the recommendation or response has been exclusively crafted for them.
Sephora’s chatbot on Kik begins by learning about user interests and then accordingly suggests relevant products and tips. The use of chatbots also becomes helpful in the after-sales stage; as chatbots can then recommend new offers and products based on the customer’s previous purchases.
Bringing your ‘Brand’ personality to life
Chatbots have the capability to infuse the sense of a unique personality or entity that is in conversation with end customers. When a chatbot is implemented strategically, it can define who you are as brand, engage with your audiences humanely and help your business to grow in a very organic manner. By adjusting a chatbot’s tone and language, brands can make use of them as the voice of their company that customers clearly identify with and are comfortable with interacting.
You Brand is Awake 24*7
Customer Experience and convenience go hand-in-hand. Today’s consumers expect customer service 24 hours a day and 7 days a week. This is where the use of the chatbot technology comes very handy as chatbots are bound to be available to customers over weekends, festivals and the holiday season. There is no chance of a chatbot requesting a day off! With the advanced technology to recognize human emotions, chatbots can be trusted to lead conversations; with the required tone, that goes well with customers. What chatbots also help with is acknowledge customers’ needs and concerns instantly, and best address the same.
A seamless Journey
A successful brand does not wait for consumers to ask, but works well in advance towards proactively addressing their needs. Chatbots have made a way for brands to be proactive in providing customers with a personalized experience and the promise of always being available. A chatbot can pop-up on any product page, in the form of either providing additional information such as quick tips or even a discount code.
The final word
According to a research conducted by a renowned digital marketing institution, the global chatbot market is expected to reach $1.23 billion by 2025. In order to survive in the competitive market, companies should look to marketing strategies that majorly involve the chatbot in order to provide better customer service and experience and to retain existing and acquire new customers.
Many consumers still want a human touch when it comes to solving their problems and find it difficult to trust a machine with recorded responses. However, with time, we can surely look forward to a growing contingent of customers who would steadily get comfortable with the chatbot technology; and with their growing acceptance would contribute towards creating new opportunities for brands to innovate, experiment and deliver.
