It was predicted in 2011 that by 2020, customers will manage 85 per cent of their
relationships with businesses without interacting with a human.
Well, here we are this year with technology spread across hundreds
of channels and picked as the number one way to automate your communications.
Let's dig into why chatbots are up there with the greats of modern marketing.
Hi, guys, it's Geordie here
from Neighbourhood, where we help brands Find, Sell and Keep their
people. Chatbots are the perfect way to improve all customer interactions
and increase the number of potential business opportunities.
Forty-seven percent of digitally mature organisations say they have a defined
artificial intelligence strategy to improve user experience.
Are you one of them? If the answers no, then listen in
to find out the five simple
steps to implementing a successful chatbot strategy.
Step one, gather information about your potential customers.
To kick things off, you should start by gathering information.
Find out who your customers are,
what they want, which words they use to get their ideas
across and get familiar with the customer experience and its full capacity.
Many businesses already have data on their customers from different channels.
They understand and define customer
intents with the help of customer journey maps.
Customer journey maps start with awareness
and end with the final purchase, followed by brand loyalty.
Analysing different check points during this customer journey will give you
insight into what served as a pain point for the customer.
This information helps us understand our customers better and in turn creates
helpful conversations as part of that Chatbot.
Step number two, decide what the bot is
going to do to meet your customers expectations.
After we've got the customer's
expectations downpat, we move on to planning and deciding how
our chatbot is going to satisfy the needs of our potential customers.
There are six ways a chatbot can meet customer expectations.
One, narrow scope.
The key here is to not spread ourselves too thin.
Answering technical questions is difficult
in comparison to answering simple questions.
So to ensure our bot provides correct answers and to ensure an effective
conversation flows maintained to allow users to have a positive experience,
we keep the scope as narrow as possible. Will we be doing less?
Sure, but it's a matter of quality over quantity
and we know we can always widen our scope or purpose in the future when we have
a better understanding of customer behaviours. Two, consistent responses.
We want to chat board to have
a personality that doesn't sound fake and aligns with our brands tone of voice.
After all, the whole point of it all is to create a real-life experience
for customers that feels as close to a normal human interaction as possible.
Number three is 24/7 availability.
Customers are impatient and don't like waiting around for hours to receive
response from human mediated customer service.
Chatbots never grow tired of answering
user questions straight away. Four, identifying the intent.
Chatbot should break down the customer's
questions and bring up appropriate responses from the database.
Five, streamline the experience.
The conversation should be seamless
and delight customers every step of the way. And six, multiple languages.
International clients find it easy
to communicate with a bot that understands their native language.
Let's go on to step three, select a platform and build your bot.
Once we define our target audience and chatbot objectives to meet
the customer expectations, the next logical step is to build a bot
using the questions of the customers responses, network alerts and APIs.
Which platforms are used for building and managing your chatbot?
Well, if your HubSpot user, you're sorted. But if not, all good.
There are plenty of chatbot development
companies out there, but our favourite is the Ayehu automation platform.
Ayehu is user friendly and brings you the best results in a matter of minutes.
Other chatbot solution providers include TARS, ManyChat, Botsociety, Landbot and Chatfuel.
Step four, check if the Chatbot works and improve it further.
Our bot learning should not come
at the expense of real customers looking for answers.
It's best to test bot metrics with staff
members and select users before putting it out there for the world to see.
Running it by them first will help
the chatbot learn to decode new phrases and link them to predefined intents.
It will also discover aspects that hinder
user experience like loopholes, bugs and new intents that were missing before.
Is this enough for officially launching the Chatbot?
Well not quite. Who's going to help the staff learn and adapt to new
technology and get to grips with new features?
They also need to understand how to work
with a Chatbot tool and to identify their new responsibilities.
For this, consider testing by broad customer base for a short period of time.
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Step number five,
launch your chapter and monitor its activity. Now that we're through
with the building, learning and testing of our chatbot
it's time to finally launch it in the market. Channels
you can launch your chatbot on, include the client website,
Facebook Messenger, WhatsApp, Slack, Telegram, to name a few.
Once again, our work is not done here.
After launching the new service, we must monitor the activity of the chatbot
in terms of its performance while being bombarded with hundreds and thousands
of intense, demanding quick and valuable responses.
Metrics such as average handle time and mean time to resolve just won't cut it
from multifaceted channel that juggles multiple queries simultaneously.
You should be constantly monitoring
the completion rate, bounce rate, and reuse rate.
Monitoring these relevant metrics helps us gather more data that you can feed
into the chatbots learning process for future references.
There you have it.
Now that we've gone through the five steps of implementing an effective chatbot
strategy, you should have a good idea of how you can get the ball rolling
to build your additional customer service offering.
If you found this video helpful,
then feel free to share it with someone you know that needs a hand with chatbots.
You can also subscribe to our blog,
where you'll find a bunch more tools, tips and templates,
to help you Find, Sell & Keep your people, just like Neighbourhood does.
So that's it from me. Happy marketing.