Chatbots and customer experience

How Chatbots are transforming the Customer Experience battleground

CloudCherry | Featured | May 17, 2016

Is there a better way?

If there’s one question that most businesses are asking themselves today, it’s this. Given that we’re living in the ‘Age of the Consumer‘, every brand is striving to find ‘better’ – more exciting and more intriguing – ways to engage with the customer. How can I reduce the effort it takes for a customer to get in touch with my brand? How do I ensure that the customer is able to interact with my brand effortlessly, in a hassle-free manner?

With technology unanimously taking over the driver seat in recent years, it has paved way for more brands from the same niche to compete with one another, irrespective of scale and size. This competition is further fuelled by the fact that this very advancement in technology has helped companies create intelligently unique ways to converse and engage with their customers. And in this quest to give customers a highly savoured customer experience, chatbots have entered the picture.

Simply put, a chatbot is a bot that is programmed to have a dynamic and responsive conversation with a human over the internet. Although the invention of chatbots can be pre-dated to the 1950s and 1960s, their usage as a platform to understand customers, their needs and expectations, on a daily basis is relatively pathbreaking. It is a novel concept but one which is packed with enough potential to disrupt how we collect, analyse and look at customer data, respond to customer feedback and design the customer experience.

How can your Business use Chatbots?

Chatbots can be programmed and created for various purposes and at various points on your website. A good case in point: You can have a chatbot on your homepage, by linking it to a simple Call-to-Action (CTA) button which when clicked opens up a dynamic chat box for customers to give their feedback – something similar to the image shown below.

CEM Chatbot

Similarly, you can create chatbots for every page on your website – pricing page, contact us page and so on – that will allow the visitor to effortlessly get in touch with you, without having to pop open another screen or tab.

Chatbots are reinventing the customer experience bandwagon

1. Collect the most Relevant Feedback at the most relevant point

We’ve already mentioned that chatbots can be created for each individual webpage on your website. This encourages highly targeted feedback from visitors who are looking for specific solutions or have specific complaints/queries.

So, when a chatbot is deployed on your pricing page, it can be programmed to collect customer feedback relevant to pricing. However, it wouldn’t make sense if you ask a lot of pricing-related questions through a chatbot on your homepage. Instead, the chatbot on your homepage can be programmed to ask questions related to user experience, ease of navigation to other pages, clarity of value prop and so on.

Like this, chatbots on every single webpage can engage customers in conversations that are relevant to that particular page or what the customer is trying to achieve immediately as the next step. Therefore, there’s no doubt that chatbots add a great deal of flexibility to your questionnaire design – helping you figure out what to ask and when to ask.

2. The New-age Customer Service Technology

Customers nowadays not only want quality service, but they want it quick, almost instantly. Having to navigate through call centre systems can be both time consuming and perplexing.

Now, what if there was a way for the customer who needs urgent resolution of an issue to simply go to your website, click on a button and type out the complaint, which gets registered and processed in real-time, without having to navigate to another tab or wait on the phone to connect to the right department. What if complaint registration and processing were that simple and seamless?

Enter chatbots! These programmed bots help speed up your customer service capabilities by being easily accessible to the customer, and capture & process customer feedback in real-time. Meaning, your business is notified as soon as a customer registers his/her feedback. It gives you the opportunity to expedite the issue and implement a smart, quick and proactive customer service model.

3. Save up big on Resources

Not every business would have the backing in terms of resources to set up separate customer service and call center departments. And if the smaller brands are to compete with the larger ones, they’ll have to spend wisely and yet at the same time, deliver a great customer experience. This is where the role of chatbots gets interesting.

Reason being the investment is minimal. Also, there’s no necessity to hire for any specialized role to oversee the functioning of these bots. Therefore, your business can massively cut costs – in both technology as well as personnel – and still adopt a reliable means to capture customer feedback and deliver a superior experience.

By representing an upgrade over existing methods of customer engagement, chatbots are surely in for the long haul. They’re fun, exciting and are likely to open up a new dimension to how customers leave feedback. However, it is up to businesses to tap into their fullest potential to deliver the best service!