[White paper] Chatbots: how are they changing the online customer experience?

In stores, the average conversion rates are between 20 and 30% whereas online, this figure oscillates around 2%. The difference in shops is that they offer a rich, visual and tangible customer experience. Customers can interact with sales assistants and other customers.
Chatbots can be a solution to keep contact with customers online: they are present on a multitude of channels, they are available at any time and inexpensive. Discover tips, best practices and expert advice on chatbots in this white paper

What exactly are chatbots?

First thing’s first. What is a chatbot? It’s an application aimed at automating tasks or simulating conversations. This computer programme can read messages (emails, text messages, chat conversations, etc.) and answer them in a few seconds thanks to a combination of pre-registered responses. Chatbots should not be confused with artificial intelligence which refers to devices which imitate or replace human cognitive features. All bots do not possess artificial intelligence.

Messaging players say that today, 20% of conversations can be completely automated (Gartner)

Engaging customers with chatbots

Chatbots represent advantages for both brands and customers. Available at any time, in real-time, chatbots are always polite and friendly.
They are inexpensive for brands, generate more contacts than human customer service agents and include the possibility to redirect conversations to agents so they can handle contacts with high added-value.

 

 

Read more: Download the white paper entitled “How are chatbots changing the online  customer experience?” 

In order to do this, brands have to optimise the bot’s implementation, anticipate the way they will use it and create it accordingly.
Knowing its needs, objectives, the tasks the bot will have to perform and the resources available to enhance the experience it will offer is necessary.

Bots are not a miraculous solution

Some recent failures have taught us that artificial intelligence and the current technology still have some limits and can’t be overly automated. The bot that understands all the technicalities of human language and behaviour has not yet been created and is not about to be. This is a good thing! Users are still attached to human interactions: there is always a wow effect when users realise they are being supported by a humans being and not a robot.

“When they contact a brand, 79% of people prefer human contact to an interaction with a bot”. (TNS Sofres)

French and Belgian born in France and interested in everything related to Marketing, Foreign Languages and the Web.

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