Few examples of successfully launched chatbots
That French company specializes in food delivery – mainly burgers. The first bot company that does not have an Internet site and a mobile app. Only a Facebook page, by going to which you can place an order in the messenger. Through a Facebook ad, they offer to deliver burgers in 20 minutes. That is the only way the company is looking for new customers. The cost of customer acquisition is crucial for this business. That company has an extremely low cost, and 20% of customers repeat the order in the messenger in the next two weeks.
An American media publisher who boosted traffic with a chatbot on his Facebook page. As soon as a visitor starts a conversation in a chat, Complex will know his name, surname, gender, location. With this data, it’s easier for a media resource to retain a visitor. That is beneficial for the publishing business, as companies do not need to buy advertising in high volumes like other categories of business buying to increase traffic.
Golden state warriors
An American basketball club that created a chat for its members. According to statistics, up to 73% of people who watch TV use a smartphone as a second screen. For Golden State, it was important to attract participants through this second screen. The club created a chat, which during the game match sends its participants a current game score, a video that can be shared with friends. Before starting the game, a huge QR code is set in the arena, viewers can attach their phone to it, scan the code and immediately start a conversation with the chatbot. Through the bot, promotion and sale of tickets are also possible. In the first two months, the chatbot gained 40,000 users.
For the average online user, the transition to chatting with bots was almost invisible. The generation that grew up on web forums and various voice assistants like Apple Siri quickly and intuitively learned how to independently make purchases in online stores, order certain services, and, finally, find solutions to even complex technical problems.
We decided to figure out exactly what chatbots eCommerce are and why they need to be implemented in any progressive business.
Where did the chatbots come from?
The first inanimate interlocutor was created by the American scientist Joseph Weizenbaum in 1966. His Eliza acted as a psychotherapist and simply paraphrased the words of users into questions, forcing them to pronounce.
Eliza picked up keywords and, in fact, answered a question with a question. Technology did not solve people’s problems but created the illusion of communication.
Why did they become popular?
The main reason for the development of chatbots is the growing popularity of various instant messengers and the total text communication of users.
According to the Mobile Marketing Watch, now about 77% of US consumers more positively perceive a company that offers text communication.
What are chatbots doing now?
Modern chatbots have gone far from the banal imitation of the interlocutor. Now they are more of a tool that helps you buy transport tickets, track the results of your favorite sports team, find good restaurants in a foreign city or, for example, create cryptocurrency rate statistics for the last week.
Are all chatbots the same?
Not. Chatbots can have enormous differences in their functionality. Some of them are developed with the technologies of linguistic analysis and machine learning, which allows them to collect information about you, understand the context of your request and give the most accurate answers.
Simplified chatbots use the so-called scripts – prepared words and expressions that you just need to click on and immediately get your answer.
Who needs simplified bots?
Of course, at first, it may seem that communication only on prepared phrases limits your possibilities and does not allow you to get answers to all questions.
But, as practice shows, this type of chatbot is more effective in the commercial sphere. And various applications with supposedly artificial intelligence (like Apple Siri) still often fail and remain popular except in the entertainment sector.
What chatbots are best for business?
Many experts are sure that, at least in 2020, chatbots will still not be able to fully communicate with users, so working with scripts will remain the simplest and most profitable solution.
Do not create the illusion of dialogue with a person, because then the linguistic analysis will be required. The project will become expensive, and you will most likely be criticized, as the bots of companies that do not understand anything have criticized.
How to develop a bot?
You should focus on two main things – user experience and endowing a chatbot with character traits.
User experience concerns the continuous improvement of the bot not only in design but also in its interaction with the user. For the technology to better understand the experience of a particular audience and the context of its issues, it is necessary to constantly monitor, complete and change communication scenarios.
And the theme of the “revitalization” of the chatbot was investigated by the American software engineer David Rose in his book “The Future of Things”. Judging by his experience, even the most useful technology must be simplified and endowed with human features. Even though we are aware of a fake, it is always more interesting to communicate with a bot that has its name, voice, image and, ideally, corporate features.
It is important to remember the obtrusiveness of chatbots since sending even one message per day can annoy users.
When a chatbot is not needed
It must be understood that even the most advanced chatbot so far can solve all the tasks that a person can do. Therefore, do not replace the chatbot with a full-fledged support service when the client can talk with a living person. Focus on the fact that the bot can take on several functions that were previously assigned to people and other systems. But this is not a panacea, but just a tool for developing your business and simplifying customer service.
Personalization of customer experience
With the help of simple tools (for example, surveys, obtaining certain data about customers, and so on), you can simplify the process of choosing a product as much as possible. That is especially important for those visitors who entered the online store for the first time: they may get confused in navigation, not find the right product, and leave unhappy. A bot adviser is to help them.
The chatbot also collects and uses information about customers who already made a purchase: their location data, purchased products, various characteristics, and other features. That helps to simplify the repeat sale, make a personal offer (provide, considering the status of the client, a discount or a gift). Thanks to this, loyalty increases, the buyer feels a special attitude.
Improving customer experience
When customers see that you are using the chatbot, it shows them that you make sure that the visitor leaves satisfied, receives answers to his questions. The buyer understands that all this is done for his convenience. And, therefore, the efforts spent on this will certainly be appreciated.
Besides, the chatbot makes it possible to receive feedback from customers (and take appropriate measures to correct errors, quickly resolve certain issues), which is also very important. Without a chatbot, perhaps you would not know anything about the problem.
Providing customers with the necessary and interesting information
A chatbot allow you to convey to each customer information that is interesting to him. Using information about the visitor, you can develop personalized advertising (and not only) offers, talk about promotions, discounts on those products that are important and necessary.
Many users are tired of the huge amount of information that falls on them on many resources. And therefore, they will be happy if you save from the stream of “profitable offers” that fall on them like snow.
What channel to choose for chatbot
- Facebook Messenger is a chatbot platform with an audience of more than 1.2 billion active users per month and more than 100 thousand active bots worldwide. The leading platform among instant messengers in the USA, and by the set of functions it is the most advanced for developers: a wide range of interaction elements (product list templates, extensions, checks, check-in templates for flights), authentication, payment acceptance, sending service messages by phone number.
- Viber. Public accounts for business in Viber became available last year. Companies can set up a dialogue with subscribers of their account – through the bot or CRM. Among the created bots on the platform is the chatbot of Glamor magazine, App in The Air, Aviasales.
- Telegram is one of the first open-space platforms for creating bots in the messenger. In total, according to Forbes, Telegram has about 100 thousand bots.
- WhatsApp also offers the opportunity to launch a chatbot.
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