By Laura Ludmany, Knowledgebase Engineer
Chatbot technologies are becoming more and more common in the business world, but I think most companies have not realized yet how interdisciplinary these artificial intelligence (AI) tools can be. When talking about the obvious benefits of implementing a virtual assistant, organisations look on the short-term and middle-term goals, but long-term objectives can often be overlooked. Some of the quick advantages are taking the pressure of customer call centres and live chat agents, thus reducing operational costs; FAQs and other guidance content are instantly accessible for the customers, in an engaging, interactive way.
But what about the long-term pros of having a chatbot? As your chatbot matures, so does its “knowledge” and content, and the ability to recognize and analyse user inputs will be paired by a higher rate of accuracy, making it possible to keep your customers in the loop of the conversation. Once a virtual assistant reaches this level (the more work both provider and client put on it- the sooner it happens), it can be used as a strong marketing and even sales tool reaching customers within minutes. Plus, it will be providing up-to-date data, collected straight away from users.
Promotional offers, new products and services can be added to chatbots in a centralised place such as a related FAQ section, where they are automatically shown to customers in their very personal environment – while they are in front of their PC or even on their mobile phone.
A couple of weeks ago I had to book an appointment in my local bank branch. When I got to talk to the advisor, she looked into my data and explained to me that based on my balance and banking activity, I qualified to an account upgrade. Wow! – good to know I thought. My original query was something totally different. That made me think – for how long would I have been able to upgrade my account?
What if I could have just logged onto my personal banking online and while having a basic conversation with the chatbot, it would have suggested to me the same upgrade right at the time when I got qualified? No hassle of booking an appointment, travelling to my local branch, waiting for the queue and spending a good amount of time during my busy day? I guess this could have been an outstanding customer experience. When using logged in versions of chatbots, this can be reality, besides making transactions, balance queries and a bunch of other banking features.
Long-term benefits go beyond that. Interacting with users through a virtual assistant is a 2-directional flow – as organisations provide latest information to their customers, their customers provide feedback to the company. Customer surveys, trends, and analysis are important in today’s competitive world – but why totally outsource these tasks to an outside provider, when you can listen to the voice of your customers in real time?
Imagine having 50,000 conversations monthly available at any time, coming straight from your customers; imagine you can learn what they asked the most times and even see what they asked word by word; imagine knowing what your customers are after at this very moment. Sure, call centres and live chat agents keep records, but it’s time and cost consuming analysing conversations, and it’s hard to systemize raw data. Therefore, it can take a long time to answer to the demand of your customers, and it might take you even longer than your competitors.
Not long ago, a digital marketing manager from a financial organisation that is a Creative Virtual client, got in touch with me asking about all the questions asked to their chatbot having “abroad” or “holiday” in and the answers delivered to those questions. It took me approximately 4 hours to create a standardized, systematized report containing all of the user entries with those above 2 words and the corresponding answers. The report had about 3,000 word-by-word customer queries – providing a real insight to customer intentions, in a form of instantly accessible, completely free of charge, organized, systematic data.
To sum it up – AI technologies cannot only be used in reactive ways, but they can and should be used in a proactive way as well: to inform, advertise, and promote and to analyse customer trends and demands. Many organisations are still in a phase where they are deciding to deploy a chatbot as a response to common market practices and as a solution to take the pressure off live chat agents and call centres. But you can get so much more out of your AI solution, if you realize how powerful of a tool you have in your hands, you are able to detect issues and, most importantly, prevent them before they would even occur – what’s a better customer experience than this in the long-term?
I’ll leave that with you to ponder as we celebrate Customer Service Week. I also recommend watching our Humans & AI: The Perfect CX Power Couple webinar on-demand to see how organisations are already leveraging their chatbots for long-term success.