First we had automated manufacturing, then self-checkouts at supermarkets. Now, artificial intelligence is revolutionising the way businesses talk to customers on social media. As ever, Facebook is paving the way and the incredibly intuitive features are now readily available. Momentum has already begun adopting this technology, so here’s what we’ve learnt so far…
Why are chatbots so important?
In short, because customers need instant gratification. If your business wants to achieve ‘good levels of service’ online, you need to reply instantly. Customers will soon feel neglected, even if a reply takes longer than an hour. Most businesses can’t afford to have a team of people manning live chats. So, chatbots are becoming an increasingly popular solution. Here’s five things they can help you achieve:
- Customer service and support – Chatbots automatically respond and deal with customer enquiries in a timely fashion, using pre-programmed responses to drive traffic i.e. to your website or to call the office.
- Interactive brand experiences – You can use chatbots to tell a story, play a game or reward the customer with a discount code. Why? Because it strengthens the relationship between customers and your brand, automatically.
- Mobile marketing – Chatbots have the ability to broadcast messages to anyone who has previously interacted with your page. Allowing you to ping offers direct to your customer’s smartphones.
- Leads – Chatbots give you the option to generate leads and drive customers into a ‘sequence’, which is essentially a messenger-based CRM programme. This can automatically send messages to customers who opt in.
- Revenue – It’s also possible to generate revenue via chatbots, by connecting to your e-commerce site, sending offers and using dynamic features such as photo and video content to help you sell.
Successful chatbot strategy
The best example we’ve found so far, is run by Lidl. This genius automated chatbot, known as ‘Margot’, can recommend a bottle of wine based on your budget and what you’re having for dinner. Furthermore, it will then send you a link to purchase the wine, helping to drive popularity and sales in Lidl’s award-winning range. Why Margot? It’s French, because most of their wines come from France. Simple and effective, just like the bot itself.
Are chatbots difficult to set up?
Firstly, it depends how experienced you are with code. Secondly, how intelligent you need the chatbot to be. The more complex you require the responses to be, the more difficult the chatbot will be to set up and maintain. But don’t worry! The Momentum team have the ability to create simple chatbots for your business.