Chatbots: Enhancing Your Customer Experience

July 8, 20198min

Providing a first-class Customer Experience is a goal every organisation pursues – it’s no longer a luxury only large brands with big pockets can afford to focus on.

Consumers now expect to experience the ‘perfect’ buyer journey with every business they deal with – no matter how big or small. Research by Kampyle illustrates this, showing that 87 percent of customers think brands should put more effort into delivering a better Customer Experience.

Thanks to recent progress in technology, this now all achievable. Conversational software – chatbots, in particular – make providing an excellent, hands-on, personal experience to customers possible. Below, we will dissect how a chatbot can assist and delight your customers at every step of their interaction with your brand.

There are four key touchpoints between your customers and your company:

  • First contact
  • Nurturing
  • Sale
  • Customer care

Maximising delight at each of these touchpoints is primordial to providing an excellent Customer Experience.

Let’s see how chatbots help.

Your customers, for the most part, will first get in contact with your brand through your website.

Surprisingly, websites are still hard to navigate for the average user. A simple UX testing exercise can uncover the many ways in which your website visitors get lost between opening your homepage and getting to the goal you want them to reach.

Strategically placed on your website as a widget, a chatbot can offer help throughout the experience. It will be able to pop up, offer help, send accurate information, and drive the user to its goal – all by itself.

Not only does your chatbot provide users with the help they need, it also delivers results. Ubisend has reported that a website widget chatbot converted 28.3 percent of its helpful conversation with users into warm leads for the sales department.

Meanwhile, some brands out there don’t own a website, such as some local restaurants that deal straight from their Facebook page. Chatbot can live on there as well – and achieve the same results.

Face facts: Chatbots can successfully operate on your businesses Facebook page

Nurturing

A chatbot is not just for first touch. The power of a chatbot is its conversational nature tied to its extensive knowledge. In a nutshell, a chatbot can talk to your customers several times over a long period of time and continuously learn about them, providing them with the next best action.

Nurturing leads with a chatbot is the future of marketing. Forget about users losing sight of what they want to achieve on your website; your chatbot knows exactly who that person is when they come back and can nurture them towards your business goal

The user experience here is clearly enhanced – no more endless searching. As the user logs back onto your site, they don’t need to figure out what the next step is. A helpful digital assistant is there to help.

Sale

We all buy from the internet. It has become part of our lives.

And yet, we’re all still very apprehensive when doing so (unless we buy from the giants like Amazon). Does this product actually suit me? Will this wardrobe fit my bedroom? What if I don’t like it, can I send it back?

As business owners, we’ve been trained to try and answer all these questions preemptively through copy, FAQs, and unboxing videos.

Even so, the stress is there for some users, turning them off from buying altogether. Need I remind anyone that the average landing page converts only 2.35 percent of visitors?

This is where a chatbot can help. Strategically placed on your sales pages, a custom-built chatbot will know everything there is to know about your product or service. It will pop up to offer help, answering all the questions your customers have about what’s on the ‘other side’ of their purchase.

Customer care

Though it comes last, customer care is most likely the first thing that comes to mind when thinking of enhancing the user experience.

Providing the best, most attentive, empathic customer support experience is a must-have these days. We’ve all started to expect 24/7 instant answers; we’re likely spoiled by the likes of Amazon.

The good news is that chatbots can help you with that, too.

A customer service chatbot can sit on your service desk and answer questions at incredible speed, 24/7. 

Now consider that your chatbot never sleeps, never gets grumpy, never gets bored. It does its job, all day every day, helping your customers get the answers they need in an instant.

What better customer care could you think of?


Alex Debecker

Alex Debecker

Alex Debecker is CMO at Ubisend.




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