It’s been the “year of mobile” for years, but now another and real major breakthrough is happening in digital marketing. Especially if you are in customer service or any other industry related to digital customer experience, you must have already heard the term ‘’chatbot’’ or ‘’conversational marketing’’.
It’s basically a digital virtual assistant to help your potential or existing customer to find the related information easily and quickly no matter how many other people are in your website or your social media inbox. It is capable of talking to infinite people at the same time, at any time, 24/7/365 in short, they don’t have any working hours. There are many other benefits you can get from a chatbot and let’s not keep you waiting.
Chatbots can help you save money; reach your audience 24/7/365; initiate the product decision process and thus making the check-out process easier; make you freer of manpower therefore save money again; add personality to your brand and personalization to your ads and CTA’s and even help you measure the customer satisfaction.
Here we go:
#1 Do you want to save money?
According to Juniper’s research  Chatbots: Retail, eCommerce, Banking & Healthcare 2017-2022, chatbots will be responsible for cost savings of over $8 billion per annum by 2022, up from $20 million this year. It’s expected that dramatic cost savings to be made in the healthcare and banking sectors. Copy paste answers and calls will be history.
#2 Can you provide
constant accessibility and availability of information?
Can your target audience reach you at any time they want and get their answers accordingly? It must be frustrating if you can’t satisfy an impatient and ready-to buy audience with quick and easy solutions, especially when they are at the end of the purchase funnel.
Therefore constant accessibility is very crucial considering the Gen Z targeting particularly. Studies [2,3] show that they absolutely love it and they are always ready to engage. If you can’t provide constant accessibility throughout your busy channels, then you absolutely need a chatbot to do that. We all know that you can not keep a live chat person 24/7 on the phone.
#3 Does your customer service provide enough touchpoints?
Let’s face this. There is no one channel to rule it all. Limiting people with only a desktop optimized website or with an app which requires downloading and logging in (this tiresome logging in procedure is also valid for live chat), navigating through menus etc. is basically violation of the mandate to make the things easier for them.
You are able to provide a simple automatic text message to provide the answers only in seconds. So if you can’t provide enough touchpoints, it is time to reconsider it. How about some chatbots?
#4 Can you help customers with no clear idea of what they really need or want?
(especially during the gift season)
This question’s answer involves a great variety of factors related to your digital presence. Is your site structure SEO optimized so that you can show off your most valuable products or services in just one or two clicks? Do you use sophisticated site search infrastructure? How do you help an uncertain customer? Maybe some jazzy homepage sliders? But are they good and fast enough and do they perform well enough to satisfy this need too?
How about using a chatbot to help your customer choose a product through a quiz inside a chatbot? LEGO did it very well and saw a 3.4X return on ad spend for its bot for Messenger campaign that offered people gift suggestions inside it’s Messenger chatbot.
#5 Are you planning to invest in human based call centers?
Gartner says 25 percent of customer service operations will use Virtual Customer Assistants by 2020 . Timeline basically follows that, starting from this year, 20 percent of brands will tend to abandon mobile apps (you can also research PWA’s apart from chatbots here); IT will much more be involved in two-thirds of all customer experience projects by 2022.
We knew a few brands who also abandoned the idea of a human based call center and invested in chatbots. They even leaned towards creating the multilingual version of it.
#6 Do you want to add personality to your brand?
You can program a chatbot to make it funny by including a small talk script in the code to tell jokes and daily chitchats. You can even have the possibility to have it’s own name and personality by adding extra features according to your need. Sky is the limit. Vice versa you can also reach different personas through personalization.
For example why not creating a few variants of your chatbot and target different audiences with them? Also why not adding a recommendation engine inside your bot too? Hold tight here: you can even make your bot talk in your display ad banners and gain much more impressions than the classic banners. You choose.
#7 Do you want to measure customer satisfaction?
But don’t know where to start or how to allocate your budget through marketing platforms’ customer satisfaction ad versions? Chatbot can be your savior here as well. Did you know that you can also integrate a satisfaction system inside your bot so that no need use another ad plan or tool?