It has become unavoidable: it is impossible to browse the internet without crossing a chatbot. These artificial intelligences allow Internet users to find in a few clicks all the information they need to navigate. With the rise of Digital in companies, and even more so since the pandemic, chatbots occupy a prominent place on websites. An important part of a company’s digital strategy, it has all the assets to seduce, smarter than ever. Fast, intelligent, responsive and scalable, he is constantly learning to provide the company with essential information about its customers. Because beyond being a precious help for Internet users… Chatbots also have a marketing utility.
A chatbot that adapts to the uses of brands
In the space of a few years, chatbots have evolved well, allowing companies to rely on them for more actions. Contrary to what one may think, it is not the company that sets up the chatbot that enriches it, but the user. Indeed, by interacting with him, he allows him to learn to refine his answers, and also to assimilate several terms to the same information. This allows him to bring more fluid exchanges, closer to those that a user would have with a human being.
Most often, the chatbot is used to answer questions and information requested by users. Questions focused in particular on the opening hours of the shop, the address to get there, or the availability of certain products. A panel of questions that often comes back from one user to another and that allows the chatbot to improve over the course of exchanges.
Indeed, its function in the context of FAQs (Frequently Asked Questions) represents 40% of chatbots in service on company sites. It thus avoids the dissatisfaction of users if they do not find the information they are looking for… And allows employees to intervene only when the chatbot is not able to help the user.
Then comes the chatbot configuration that collects new customers. They analyze the activity of users on the site and retrieve their email address. This then allows the brand to target its advertising around the clientele most interested in its goods and services. This type of operation concerns 22% of chatbots in service.
The other chatbots intervene as part of an after-sales service approach (15%), or to ensure the marketing of the company (11%)… In summary, chatbots can cover many digital aspects of how the business operates, helping customers and the company communicate with each other… Without necessarily having a contact behind.
A marketing challenge for companies
Having a chatbot is not only a help for the operation of the company’s website. On the contrary, it takes a large part in the marketing strategy of the brand, and analyzes purchasing behaviors that managers can not always feel. Indeed, although there are tools to analyze the traffic on a website and analyze the customer journey… This does not allow him to know what he thinks, nor the object of his research or his questions … What a chatbot analyzes perfectly.
Indeed, a company that launches its concept, or a brand new product online can not know how customers react, compared to a visit to the store. The chatbot then allows him, if the user interacts with him, to know what interests him. This action seems innocuous, but allows the company to refine its commercial discourse.
Also, chatbots help companies get to know their customers better. On the occasion of competitions, or requests for information to evaluate a service, they make it possible to better understand what prompted the customer to turn to this brand, but also what they liked or not.
Some industries use chatbots more often than others. However, there is no obstacle to using such artificial intelligences within its digital strategy. Thus, the training sector is the one that has the most chatbots currently in use to help online users, representing 7.56% of the total panel in France. It is followed by the transport sector, at 6.62%, and health with 6.05%. A nice rise of chatbots for companies.
Sources:
Survey: Sector by sector, who and what are chatbots really used for? Communiqué Botnation published on September 6, 2021
