The use of chatbots is becoming more widespread on the Web, as part of the digital transition. The versatility of these conversational agents appeals to site owners. Indeed, the chatbots perform several tasks: greeting visitors, guiding customers step by step and chatting with prospects. These functions, however complex, are part of the job of customer advisors who are now under threat from automatons with high-performance artificial intelligence. Especially since site owners are convinced of their usefulness. So why should you install a chatbot on your website? Through these different arguments, understand the importance of intelligent virtual assistants in the prosperity of your online business.
What is a chatbot?
The word "chatbot" comes from the combination of the word "chat": an electronic messaging system and the word "robot".
A cutting-edge computer programme
The chatbot consists of software powered by artificial intelligence. The latter helps it to adopt human language when interacting with Internet users. Thus, the chatbot consists of a computer program intended to initiate a dialogue with a visitor on your website or your instant messaging system. The main role of the chatbot is to converse with the visitor and answer his questions.
It belongs to the tools ofInbound Marketing (attracting customers to your product or service). Its objective is to initiate a discussion and push the prospect to buy.
An automation tool for customer relations
The customer relationship automation tool works through an instant messaging system previously installed in your website.
Its primary mission is to simulate a discussion with a human interlocutor. In addition, the visitor asks a question and the device provides a precise, useful and complete answer. Its use thus requires prior anticipation of the questions, obstacles and suggestions of customers and prospects.
Depending on its settings, the conversation software delivers predefined answers or speaks in natural, human language.
An instrument delivered in different formats
Chatbots have been subject to different levels of sophistication and come in simple and high-end models.
Simple chatbots are based on keyword recognition. They require the prior insertion of a set of queries. In the context of a request from an Internet user, the conversational agent searches its database for the appropriate response. If there are no predefined answers, it displays an error message.
Modern chatbots take advantage of artificial intelligence. They interpret a string of words and analyse the context of the sentence to provide a group of answers.
Finally, the latest generation of chatbots connect to your company's information systems to provide an up-to-date and accurate response.
A tool that wears many hats
A chatbot embeds a rich and elaborate repertoire of functionalities. Depending on the degree of modernisation, it can :
- be multilingual ;
- contain a variety of ready-to-use templates;
- be customizable according to your company's graphic charter;
- have a cloud of keywords and expressions ;
- add and remove keywords from the database as you wish;
- record a conversation history ;
- collect relevant data based on user behaviour;
- develop statistics and indicators on visitor habits.
Some models even deploy AB/testing for marketing purposes.
Good reasons to install a chatbot on your website
Like Alexa for Amazon and Siri for Apple, the chatbot is very practical. Its use on your website brings several advantages.
Improve the experience of your site visitors
The use of chatbots puts the customer at the centre of attention. Its function is to transmit useful information in real time, without human intervention. It talks, informs and can even add a touch of humour to the exchanges.
Efficiency is a key factor in a successful user experience. A successful first experience is the first step towards loyalty and recommendation to other prospects. A happy customer is a future ambassador for your brand.
Achieving greater customer satisfaction
The Internet is a world that knows neither geographical boundaries nor time constraints. It operates 24 hours a day, 7 days a week. The notion of accessibility is therefore crucial, given that 60% of consumers make their dematerialised purchases during their free time, i.e. in the evening and at weekends.
However, in most cases, customer service is not available during these hours, which is why intelligent virtual assistants are so important. They remain available to customers day and night. Availability is a guarantee of satisfaction.
De-cluttering the customer service
Communication bots automate the work of the customer service departments on your website or social networking page. They relieve customer advisors of a large part of the work. They can now focus on complex tasks that require upstream thinking. At the same time, de-cluttering frees you from 30% of the costs related to customer service.
In processing a query, the machines welcome customers and direct them to available resources (such as FAQs) or to the appropriate department.
Reassuring customers
Today's connected consumers are hungry for information. Yet their patience has been reduced to a matter of seconds. Faced with this change, e-retailers have no choice but to adapt their communication policy and customer retention strategy to the changing times.
There are 3 reasons why a visitor might contact customer service:
- obtain an urgent solution;
- solve a problem ;
- to extract explanations.
The use of communication robots reassures customers that your website is able to respond to their needs in a timely manner.
Delivering quick answers to the impatient
Consumer preferences have also taken a new turn. According to a recent study by Forrester, 72% of customers are turning to the digital world to find answers to their questions, rather than calling customer services. The difference in response time between online services and traditional customer service explains this preference. The difference in response time between online services and traditional customer service explains this preference, especially as advisors have the annoying tendency to move customers from one contact person to another before reaching a concrete solution.
Conversely, a chatbot refers to its data and relies on its artificial intelligence to find the solution. Some chatbots are even able to learn from previous conversations with users in order to improve their system. This reduces query processing time and provides a better result.
Facilitating access to information
Many websites contain a huge amount of information. However, no matter how much data is available, it loses its value if it is inaccessible. The use of a conversational agent prevents visitors from wasting unnecessary time searching through your website to find the solutions to their questions.
The various competing sites display similar and generic information. However, the limitation of data frustrates web users who are always looking for new information. Chatbots sort and extract relevant information from the general data available on your site.
Automate repetitive work
Customer service faces the same dilemma. Recurring questions saturate the line and overwhelm the customer advisors. Using a conversational robot frees the service from this constraint. Conversational bots take care of frequent questions, while agents handle complex issues.
Assigning customer service to more essential tasks enhances service performance without neglecting the needs of the customers.
Thus, the use of a chatbot will facilitate the management of your time and resources. This performance is an undeniable competitive advantage.
Save your communication budget
The chatbot is a virtual receptionist. It accompanies the visitor throughout his visit. It also represents the virtual face of your brand.
Instead of consulting your pages one after the other in search of a possible promotion, the visitor questions the conversational automaton. The latter will then guide them to your offers. Even so, the visitor can always request human intervention. In this case, the automaton will redirect them to the appropriate service.
The strategy reduces the cost of communication, knowing that there is something in it for everyone.
Serving internal communication in companies
Line managers tend to focus on commercial communication, leaving internal communication in the lurch. The neglect of this key element of the production chain leaves employees in total ignorance of technical, legal and administrative matters.Ignorance is a source of tension and even internal conflict. This is especially true since the volume of work that is placed on their shoulders takes up their time and removes the opportunity to send a request for information to the managers.
In this case, the chatbot becomes the cornerstone of internal communication. It does more than just deliver instructions and circulate information. In an anonymising process, it passes on the wishes, questions, suggestions and expectations of employees to higher levels.
Know your customers
The chatbot acts as an online analysis tool. It takes advantage of exchanges with visitors togather a lot of relevant data. Its use is thus part of a behavioural study of targets. It helps you identify the characteristics of each contact.
From these studies, the specifics, expectations and feelings of visitors can be revealed. The data will be all the more useful in developing a strategy for acquiring and retaining prospects. It will facilitate the targeting of your communication approaches.
Personalised offers, a tailored journey and efficient service bring together the ingredients for lasting customer engagement.
Attracting leads and converting visitors
The conversation robot acts like a lead tracker. Its collection system works as soon as the visitor lands on your website. In order to meet their expectations or solve their problems, the conversational robot will assist them during their navigation.
Throughout the visit, the conversational agent encourages interaction. The interaction will increase the visitor's interest in your brand. As the discussion progresses, the dialogue will gradually lead to a purchase.
After the purchase, the chatbot will guide the customer to the newsletter registration form or to the discount pages in order to build loyalty.
Prompting purchases
The chatbot is a real business catalyst. It works like a sales platform. It facilitates the payment procedures for online purchases. Without leaving the chat interface, the customer validates his payment in complete security. The digital conversation agent also records the data of regular customers, thus facilitating future payment procedures.
The automated conversation system even automates the paperless purchasing process and saves customers considerable time.
The application of an instant messaging system boosts your company's sales. The robot highlights your products or services as well as your prices and pricing policy. It also provides you with real-time information on your current orders.
Perfecting your digital marketing strategy
Finally, the chatbot serves your marketing strategy. In a B2B relationship (Business to Business, a communication strategy between professionals), it optimises your communication approach. In a B2C relationship (Business to Customer, a communication strategy between companies and consumers), it helps you to maintain a close relationship with buyers.
Its use is part of a natural referencing strategy. Its mere presence enhances the positioning of your website in the search engine results pages. It increases traffic, lengthens visit duration, improves conversion rates and increases customer engagement.
Also read: 13 reasons to add a blog to your e-commerce
How to use the chatbot for the benefit of your website?
The great instrument of exchange requires some good practices.
Relying on chatbot performance factors
Focus on customer questions first. List the questions that are likely to plague your visitors. Then sort them out. Select the questions that impact your sales and those that generate traffic. Then base your future communication strategies on your customers' recurring needs.
In addition, reduce the time it takes for visitors to get a response. Long click-through times and tedious protocols gradually diminish visitors' interest in your products or services, your offers and even your brand.
Also study the language of your chatbot. Establish an editorial charter in the system that is in line with your brand and your communication strategy.
Finally, personify your chatbot. Give it a gender, a name, an age, a story and even emotions. In order to personalise the message, give two different answers to the same question.
Avoiding the mistakes of beginners
In order to carry out your communication approach successfully, avoid the common mistakes of using a chatbot. Like any good marketing approach, the chatbot requires preparation. Define beforehand the targets intended to communicate with the chatbot.
Then identify the real needs of your audience. These analyses will help you define the different conversation scenarios, messages and possible questions of future visitors.
Some site owners create a chatbot just to follow the digital trend. However, plagiarising competitors' marketing strategies without adding your own personal touch will not add any value to your communication approach. At worst, an unremarkable chatbot will waste visitors' time and have the opposite effect of your conversion goals.
Installing a chatbot: summary
Faced with the new communication challenges, grafting an automaton to your website seems unavoidable. This is an innovative computer programme designed to interact with visitors. Available in several versions, the tool performs several functions: guidance, information, control, advice, sales...
Why should you install a chatbot on your website? Its presence undeniably impacts the performance of your website. Indeed, its use improves the experience of visitors. It increases customer satisfaction. It relieves your customer service. It reassures customers with an instant, personalised and relevant response. It will help you to know the characteristics of your buyers.
It generates leads and converts visitors. It also boosts your sales, boosts your purchases and optimises your marketing strategy. The tool saves your communication budget. Moreover, it makes internal communication more fluid.
So, how do these famous automatons inspire you? Given the many advantages of using a chatbot, would you be willing to integrate it into your website? Give us your opinion in the comments.
