2016 was the year of the emergence of chatbots. However, according to a study carried out that same year, 54% of French people have never heard of it! But this ratio should gradually reverse. In fact, there is more and more talk of these conversational robots integrated into messaging applications, and all the major analysts agree that the pace will accelerate in 2017 …
https://www.webmarketing-com.com/wp-content/uploads/2017/09/chatbot-100×100.png 100w, https://www.webmarketing-com.com/wp-content/uploads/2017/09/chatbot-150×150.png 150w” alt=”Marketing chatbots folder” width=”78″ height=”78″ />Read our full dossier on marketing chatbot and find out how bots can multiply your business by 10. To find: key figures, advice, expert opinions and much more.
The chatbot allows you to restructure your marketing and sales organization to limit the negative impact of redundant tasks on the sales forces and focus them on those that generate the most added value. The chatbot is the industrial revolution of the digital age. She’s the one who’s going to automate front-line speech to save time and energy in processing a business request.
However, if the big brands are well aware of the potential of chatbots, it remains to organize how this priority point of contact will play a key role in the user experience. And for that, unification of the message is essential. Chatbots, salespeople and marketers are more than ever a winning trio in the service of optimizing customer relations.
Transforming the user experience
All companies have implemented procedures to manage customer relations, whether in B2B or B2C. These procedures have slowly evolved with the technology and structural changes inherent in the current digital revolution. Phone, website, forum, social networks and instant messaging, the points of contact with a brand are numerous and increasingly multifaceted. Multichannel has become the norm with a subtle balance between traditional and digital means.
However, this experience must be able to reach the same quality levels for the client. Whether it is from a telephone platform, a chatbot or an exchange on Twitter, the message, values, arguments and follow-ups must be consistent. You are not going to offer a coupon to a customer on Twitter who cannot be applied when they want to order something via your chatbot on Facebook Messenger. Same thing with your after-sales service. Whatever the communication channel chosen, the information must be consistent, aggregable and dynamic to follow the customer journey directly.
A good centralized technical infrastructure is therefore essential, as well as appropriate and regular training in the use of these tools.
A new collaboration
If chatbots are not going to replace all the front line sales forces, they will nevertheless redistribute the cards within organizations. The multiplicity of contact points is a real advantage in ensuring a long-term relationship with customers. Everyone can go and choose the one they are most comfortable with. Others will move from one channel to another depending on their state of mind, the present moment or the technological supports with which they are equipped. Chatbots therefore add an opportunity to communicate more effectively to generations accustomed to these technologies with unbeatable availability: twenty-four hours a day and seven days a week!
This new collaboration allows us to focus on the service to be rendered to the client. In an information or purchase process, it is time saved and a better experience to understand the needs and propose a suitable solution. In a complaint or dissatisfaction process, it is about limiting and controlling the frustration generated by the problem in question and remedying it with the best possible experience.
Chatbots are the ultimate alignment between a company’s sales and marketing departments. Speeches, arguments or feedback from the field, all this data can be used more effectively with a more human, because more personalized, cross-channel approach.
Chatbots and “smarketing”
Chatbots are tools that help align and decompartmentalize services within an organization. This is called “smarketing” which aims to work more effectively with clear, joint objectives and actions which feed the work of the two services. Smarketing will therefore facilitate the missions of marketing and sales and this multidisciplinary work must be felt at all levels of customer contact.
Work on experience is therefore crucial to ensure that a prospect (a lead in English) is transformed into a MQL (marketing qualified lead) who has shown his commitment and who can then qualify to become a SQL (sales qualified lead) .
This transformation of functions and services aims to create new synergies and participates in the digitization of organizations for better efficiency.
The benefits of chatbots
Conversational robots allow you to create a unique relationship between the brand and the customer, or potential customer. It is an interaction that involves continuous learning: the more interactions, the richer and more complex they are. Digital body language analysis is a powerful tool for chatbots to communicate effectively in natural language: does the person answer questions quickly? What is his writing style? From which mobile device? What are the key words that stand out? Is it included in our client file? Is she a fan of our Facebook page? Is she on an email list? Does she open the emails that are sent to her?
In a few milliseconds, the chatbot is able to aggregate hundreds of data on a profile from a simple conversation on a messaging interface in order to deliver the right information at the right time. The development of artificial intelligence, data exploitation and machine learning makes it possible to build a relational experience based on a solid and stable foundation.
The keys to success for a chatbot, beyond its programming and efficiency, therefore lie in the way it will integrate into the communication landscape of the company. The unification of the speeches and the consistency of the speeches must be essential, structured and well anticipated so that at any time, whatever the means used, the client will understand his relationship with the brand with simplicity and efficiency.
If you liked this article, I invite you to download our guide to simplified marketing process automation