26 Jul Disrupt Your Customer Experience thanks to Chat Bots
All the geeks and nerds like (ro)bots. Even more today while the CRM science enters a new galaxy of opportunities. Opportunity to discuss and get connected with your customers, anywhere and anytime. Let us introduce the BOTS revolution to you. Or how conversational interfaces will replace apps.
What is a bot?
A bot is a software application that runs automated tasks (scripts) over the Internet. Typically, bots perform tasks that are both simple and structurally repetitive, at a much higher rate than would be possible for a human alone. The largest use of bots is in web spidering, in which an automated script fetches, analyzes and files information from web servers at many times the speed of a human.
Chatterbots – or Chat bots – are typically used in dialog systems for various practical purposes including customer service or information acquisition. Some Chat bots use sophisticated natural language processing systems, but many simpler systems scan for keywords within the input, then pull a reply with the most matching keywords, or the most similar wording pattern, from a database.
What kind of use in a CRM perspective?
We’re at the cusp of a sharp rise in devices that have no screen but do have conversational voice controls, such as the Amazon Echo. Smart home and Internet-of-things (IoT) objects that respond to users’ voices will improve and become more intuitive with further iterations and wider adoption. Already they can, for example, dim the lights in a room and play a favorite song. With practice, and, by the virtues of machine learning, these user experiences will become ever more intuitive, capable, and innate. Beyond the IoT, brands are seeing bots as a new type of media – one that can be harnessed to expand a company’s reach to new customers and networks. As brands use bots more and more to handle customer interactions, make recommendations, and help fulfill requests, those brands and the bots themselves also absorb insights about customer behaviors and needs.
Through the ongoing study of conversations and dialogue patterns, bots will advance to better anticipate customer desires (perhaps even before the customer is aware of them). And as machine learning helps to replace hand-made algorithms with models that are generated statistically, we’ll likely see a reduction in the number of engineers writing code but an increase in those tasked with curating machine learning models and designing even more successful conversational user experiences.
Chat bots are routinely used on the internet where the emulation of human activity is required. A simple question and answer exchange online may appear to be with another person, when in fact it is simply with a bot. The success of bots may be largely due to the very real difficulty in identifying the difference between an online interaction with a bot versus a live human.
Thus, Chat bots are more and more used in order to improve the customer experience and uplift sales: update a booking, recommend items and products, accept a payment are common conversations and actions.
How does it work?
Let’s say your customer is surfing on Facebook. Once the customers leads the conversation, the bot will recognize his needs thanks to keywords, will deep dive into the needs by asking detailed questions and provide the accurate answer thanks to data sourced from your ERP and different databases.
Benefits are obvious: Cheaper than a call center or a customer service department, the main benefit of implementing a Chat bot solution remains financial. You keep in touch with your customers anywhere and anytime (no waiting time) and do not miss any opportunity to interact with them anymore. As a conclusion, Chat Bots are simple, cheap… and about to be everywhere !
Interested in a bot solution linking Messenger, Wechat interfaces to your ERP and WIT.AI? Contact us.