Chatbots have a negative effect on a company’s image when customers are angry or stressed, according to a recent study in the Journal of Marketing .
Even so, the use of Artificial Intelligence in Marketing sectors is increasing as companies invest more and more in improving their users’ experience.
As a result, the use of chatbots has become a very
common practice, with the aim of replacing o oman phone number list r reducing the need for humans, especially in everything related to customer service. It is estimated that by 2024, the chatbot market will exceed the figure of USD 1.34 billion , proving to be a growing sector.
But is this enough to generate a positive effect on the use of chatbots strategy? That is what we are going to see in this article.
Keep reading!
What is a chatbot?
A chatbot is a software that manages the exchange of messages with customers, simulating a human conversation and enabling the automation marketing and promoting your mobile app of repetitive and bureaucratic day-to-day activities.
This feature quickly caught the attention of the business world, making chatbots the preferred tool of many companies that value agility, cost savings and greater operational efficiency in their customer service team.
And because it is a growing sector, companies need to carefully plan its use in customer service, taking into account, for example, the emotional context of users.
In order to achieve the expected success with india data the tool, many companies are attributing human characteristics to chatbots, such as personal names and avatars, with the intention of further humanizing this technology and causing greater adherence by their customers.
When using chatbots provides a good user experience
While there are cases of failures and problems generated by the poor configuration and use of chatbots, this well-implemented strategy can generate efficient results and help in the operational success of the teams, being useful in various ways.
This is the case at Georgia State University , which used chatbots to reduce a problem known as “summer melt,” where students are accepted to study but do not attend classes.
The chatbot was created at the institution with the aim of guiding students through the processes necessary for the first day of class, helping them overcome the obstacles and challenges of this first stage.
So the university deployed a chatbot to answer thousands of student questions, resulting in a 22% reduction in “summer melt” and an increase of 324 students served on the first day of the new semester compared to the previous year.
Another interesting example is Bank of America’s chatbot , which analyzes customers’ data about their investments and generates reports that help them make decisions.
However, on the other side of the coin…
But, as we mentioned at the beginning of this topic, not everything is rosy; if chatbots are used incorrectly, they can cause many problems for your company, as was the case with the “ Luda Lee” bot created by Facebook .
The chatbot attracted attention for its speaking style and attracted 750,000 users and conducted 70 million conversations in total on Facebook. However, after a few weeks on the air, it made homophobic and offensive comments about disability and shared users’ personal data. The company is being sued by around 400 people.
How to effectively implement chatbots in a company’s operations?
To avoid falling into a trap, as happened with Facebook, we have separated 3 important tips that can help you achieve positive results with the use of chatbots in your company.
Take note!
1. Define the purpose of the bot and map the message flow
The most successful chatbots are those that add constant value to the user and provide the answer to what they are looking for. That is why it is essential that you clearly define the bot’s objective and correctly map your customer’s purchasing journey so that you can effectively guide them towards solving their problems.
2. In complex cases, the option of interacting with humans is essential
According to a recently released survey by Verizon Business aimed at understanding digital interactions between consumers and brands, 56% of respondents said they were comfortable with fully automated interactions, while 16% expressed discomfort.
That’s why it’s important to have the option of interacting with a human, especially in more complex cases. This way, a simple situation won’t become a source of stress for the customer, nor an image problem for the company.
In the same report, 78% of respondents believe that combined interactions between humans and