From these figures we understand that the chatbot is becoming more and more essential in the customer relations strategy of companies .
Let's take a closer look at what a chatbot is, its uses, its benefits and its limitations for a business.
In the photo we see a person talking to a chatbot on his mobile phone
What is a chatbot?
The term chatbot comes from the contraction of the words chat (instant messaging) and bot (automatic or semi-automatic software agent). Therefore, we understand that it is a computer program capable of interacting with human users in the form of written conversations.
More specifically, it often takes the form of a small messaging window on the web or in mobile applications. Also called a " conversational agent ", the chatbot allows users to respond to requests when they have questions about a product or service.
In other words, the chatbot is in some ways the first gateway to customer service . Chatbots can provide instant answers to customers, solve simple problems , and help businesses manage large volumes of requests .
They also serve to improve the customer experience by providing fast and personalized service.
The integration of chatbots in digital marketing has also enabled brands to interact with their customers in a more interactive and engaging way .
Generally, there are three types of chatbots :
The simple chatbot : with limited capacity, this bot is programmed to answer specific questions according to pre-defined scenarios and following a linear conversation tree;
The intelligent chatbot : using artificial intelligence, this chatbot is able to understand natural language, and learn to respond to more complex requests by collecting and analyzing data from previous interactions;
The Hybrid chatbot : combining artificial intelligence and human intervention. With this type of chatbot, if the AI cannot respond to the user's request, a human agent will take over.
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What are the advantages and disadvantages of chatbots?
Why use a chatbot when you are a brand?
Whether through their web pages, social networks or viber database mobile applications, brands must offer an optimized customer experience . This is largely based on an accessible interface that the user will be able to use easily.
The chatbot is one of the elements that helps strengthen this customer experience. Available 24/7 , it allows the user to ask questions at any time of the day or night and receive an immediate response. Thanks to this responsiveness, the user experience is strengthened.
Additionally, chatbots also allow brands to respond efficiently to a very large number of requests , even when they occur simultaneously.
As such, automating certain tasks via bots, such as answers to common questions, frees up time for customer service teams, who can focus on more complex requests. Chatbots then become valuable allies to increase the company's productivity and reduce costs .
With the development of artificial intelligence , brands can now benefit from ever more efficient chatbots, capable, in many cases, of reproducing a human conversation. And thanks to machine learning, the intelligent chatbot has a bright future ahead of it.
Similarly, using a bot in a company can allow for more personalized responses to customers. Indeed, by analyzing the data collected, the chatbot is able to adapt its responses based on the user's profile, which optimizes the customer experience.
Chatbot should also be considered as an effective marketing tool . By collecting and analyzing user data, it provides valuable information to refine the company's marketing strategies and better target potential customers.
Note that using a chatbot also helps improve your SEO strategy . More specifically, by providing instant answers to user requests, the chatbot improves user engagement, which has a positive impact on your website's positioning in search engine results.
One of the strengths of the chatbot lies in its ability to be used in many systems and platforms: website, mobile application, social networks, e-commerce , etc. The result is an improved customer experience at all levels.
What are the limits of a chatbot?
There are also disadvantages to using chatbots.
Despite advances in artificial intelligence, chatbots can sometimes struggle to understand complex requests or requests formulated in uncommon natural language. In this case, the impact can be negative on the user experience. Indeed, when the chatbot misinterprets a request, it results in a misunderstanding that can generate a form of "frustration" in the user.
It is also important to understand that in some cases, the customer prefers human contact . In this case, the bot conversation is no longer suitable. This is particularly the case when it comes to contacting customer service for advanced technical problems occurring on a product or service.
Companies must then be able to find the right balance between automation and human intervention to maintain a quality customer relationship. Therefore, the chatbot must be able to redirect the customer to a human customer service when the request is no longer within its capabilities.
