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What is a chatbot and why should your business have one?
A chatbot is a technology that allows people to have a conversation with brands in an automated way using natural language, in order to answer their questions, deliver information or relevant documents, perform commercial actions such as introducing products and even make sales. It is configurable and a series of elements can be incorporated to give more “human” characteristics to this automatic interaction. According to Gartner, chatbots are “the applications of voice and messaging platforms, they define how people chat with your data and digital business.”
It is possible to implement chatbots in different online platforms such as WhatsApp, Facebook Messenger, Instagram or the organization’s own website, among many others. Chatbots have evolved constantly over the last few years, starting with only conversational elements and answers to frequently asked questions, then incorporating automation, self-service and better contextualization of conversations, to later implement greater sophistication through the use of artificial intelligence (AI), machine learning and transactional features. The development of these tools continues to evolve to offer more and better features.
Why should your business have a chatbot?
It is no mystery that consumers are increasingly demanding, in the digital age, they can get answers to their questions almost instantly and, in the same vein, they demand the same from brands: immediacy. According to Deloitte, by 2020, chatbots will power 85% of customer service interactions.
The use of technology is key in this regard, in large companies, the contact center model has become insufficient to serve all customers and offering them a satisfactory experience with the brand, besides being costly. Deloitte says that by 2022 the use of chatbots will save US$ 8 billion to businesses. On the other hand, smaller companies have seen in technology a great opportunity to grow by reaching more consumers and providing them with an experience that differentiates them.
There are multiple tools to engage with customers digitally, one of the most common is the implementation of chatbots and artificial intelligence in a brand’s digital channels. They are an affordable and low-cost solution, which can generate a great differentiation in the customer experience that the brand is able to provide.
The advantages for the business are several, chatbots can offer 24/7 and immediate customer service, in terms of commercial queries, frequently asked questions or product details, among others. It should also be considered that many consumers who want to inquire about something specific, prefer to interact with a chatbot than with a human agent.
In addition, by keeping a history of conversations, it is possible to generate different types of metrics that allow to know specific form and substance aspects of the interaction of customers with the brand, and thus, generate valuable information for the business and better understand their customers.
Are you ready to take advantage of the benefits of technology in digital customer relations? At OneMarketer we have multiple solutions for large companies as well as medium and small businesses throughout Latin America.
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