Article

Marianna Papazisi
Marianna Papazisi 2 November 2018
Categories B2B, B2C, Customer Experience

Why you can’t afford to ignore chatbots

Artificial intelligence is on the rise and many companies are utilizing marketing automation in order to communicate in real-time with their customers and deliver highly personalized experiences. Part of this technology breakthrough are the chatbots, that are slowly entering the mainstream of marketing, providing great value to brands worldwide.

With billions of people using instant messaging platforms, imagine what a huge opportunity this is for both B2C and B2B brands.

What is a chatbot?

Although chatterbots or chatbots have received a lot of attention recently, its technology has been around for decades and it is evolving rapidly.

A chatbot is a computer program presented as a chat interface, that can reply to messages from computer users. One can interact with a chatbot by simply sending it a message, without having to download your app. Chatbots can be found mainly within messaging platforms such as Facebook Messenger or Slack, and they are powered either by rules or artificial intelligence (AI).

How do chatbots work?

There are two types of chatbots, one that functions based on a set of rules, and the other uses artificial intelligence. The bots that are programmed to use rules, have limited functions, as they can only respond to specific commands. This means that they cannot yet handle the complexities of a conversation. The other type of chatbot that depends on machine learning and artificial intelligence, is, of course, smarter, and keeps learning through the interactions it has with users.

Chatbots can serve several purposes, from giving weather forecasts to users to help them buy shoes online or get the latest news from the world. 

How can brands benefit from chatbots?

Consumers’ expectations about conversations are growing quickly so businesses are struggling to find ways to meet these expectations. With billions of people using heavily instant messaging platforms, imagine what a huge opportunity this is for both B2C and B2B brands. Below you can find some key benefits chatbots could offer to your business.

  • Generate quality leads
  • Boost customer experience
  • Offer exceptional customer support & address faster to customers issues
  • Increase customer satisfaction
  • Build a unique, long-term relationship with the customer
  • Create customer loyalty
  • Boost sales
  • Deliver targeted content to your customers

Chatbots can add great value to your customers, offering consistency of experience across customer touchpoints. However, before incorporating chatbots to your marketing strategy, it is critical to define your goals and build a solid strategy to decide what services you are going to offer and in what channel. Of course, chatbots aren’t yet a standalone business solution, and they are not going to replace apps and humans anytime soon.

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