What is the business value of a chatbot?
Chatbots evolved from funny and simple messaging programs to advanced tools, virtual advisors working both as helpdesk bots, sales and marketing agents.
Their role will expand within the next years. According to Gartner, customers will manage 85% of their relationships with brands without interacting with a human by 2020.
But, despite statistics, business owners still wonder if there is a real business value of using a chatbot for small and medium-sized companies.
Does it make sense of having a chatbot on a website? How to use them for sales and marketing?
To fully answer this question, we would completely fill up a 100+ pages ebook. Before we create one, we’ll just give you the ‘coles’ notes version based on our experience and hundreds of conversations with you – our users.
Chatbots business value
Reduce operational costs
Chatbots will help businesses save more than $8 billion per year by 2022.
Unlike live agents, chatbots don’t need a holiday or lunch hours. They are able to handle several conversations at once and they always know the answer. Of course, you can’t leave your chatbots unattended for weeks but they limit the number of human agents you need to hire.
More value in customers satisfaction
Chatbots are milestones in the way to personalized marketing communication. With chatbots, you are able to record all interactions with your users and save all their answers in the user history and CRM.
Additionally, they facilitate the work of your sales team because it gives them knowledge about the sales prospects interests before they even schedule a call.
What’s more, chatbots are a great way to engage a user during the first-page visit, for nurturing and after they converted to paying customers. They work perfectly for every stage of marketing communication.
Chatbot Use Cases
How to use a chatbot for marketing and sales? Look at these big brands and get inspired:
#1 Disney Zootopia’s Bot – solve crimes mystery with the main character, Judy Hopps:
#2 CNN – get news chatbot for Messenger:
#3 Uber – request a ride through Messenger conversation with the bot – without installing Uber app!
#4 Spotify – create your first playlist with helpdesk chatbot:
#5 Skyscanner – instead of searching the website, ask the bot for help so it will find the cheapest flight for you:
How to build a chatbot?
Building chatbot from a scratch is a time-consuming project. That’s why, most companies decide to implement Marketing Automation technology and create their bot with drag-and-drop builders, available in the app.
In User.com chatbot consists of a set of modules which can facilitate conversations with your website users. You can create a bot, that will answer questions on the basis of predefined answers.
Marketing Automation technology allows you to build a chatbot, even though you don’t have a programmers knowledge. That means you are fully independent and only your imagination is the limit for your ideas.
Just take below 2 modules – Bot message and Answer condition and connect them in User.com editor:
Chatbot best practices
Before you start building your chatbot, always ask yourself the following questions.
- What’s the aim of creating a chatbot for your business? Should it be a sales bot, helpdesk bot or maybe chatbot for increasing conversions?
- Where will you use it? Do you want to place it on the website or social media profile?
- How your chatbot should look like? A chatbot is a natural part of your brand image. Consider using the same colour palette, images and tone of voice, as in brand communication materials.
However, great ideas are worthless if executed poorly. That is why it’s critical to prepare the right strategy before building a chatbot.
Chatbots are not likely to take over all communication channels between brands and customers. But they change the way we perceive the role of sales, marketing and customer support.
Citing Peter Rojas, from the Chatbot Magazine:
Messaging apps are the platforms of the future and bots will be how their users access all sorts of services.
It’s worth giving a chance to a chatbot. Here, at User.com you can create one for free. Don’t let technology (and competitors) surpass you!
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