Chatbots are growing in popularity. More and more companies are using them, mostly on their websites. Successful chatbots can provide 24/7 customer service, generate new leads, qualify leads, increase sales and provide general support without human intervention
Every chatbot contains five common elements:
The most important element is in a start-of-chat that will instantly engage users and get them chatting. Human customer service agents have experience in talking to customers. And, over time, they develop a sense of each customer, of what works and what doesn’t. This knowledge needs to be used in building a chatbot. It is important to understand what visitors to your website want, why they visited, and what holds them back from converting to sales. Are they looking for discounts or advice? Do they have questions they need answering first? A good chatbot will engage a customer based on their own thoughts and beliefs, not on how you want to convert them to sales.
The chat window should have your company logo and it should stand out. You should have a short welcome sentence asking how you can help the visitor and add a question that allows your visitor to interact, i.e. ask if they are looking for advice or have a problem they need to be solved. You can also add a call to action if necessary, such as recommending visitors sign up to get a quote or special offers.
A Real Person
So many people believe that chatbots must look and behave like robots. But they have proven so much more successful when a customer can understand that there is a real person behind it. You can add images of real people that work in the company and even use their real names. This tells customers that their answers are produced by a human and not a robot and that their messages are being read. They will also understand that, by leaving their contact details, someone is likely to come back to them.
Frequently Asked Questions
Your chatbot needs to be able to answer a wide range of questions with the best answers they can. Many questions are asked frequently and your chatbot can be built to respond to these automatically. A customer will always ask a question that holds things up and having your chatbot programmed properly will allow you to provide instant answers. Many chatbots have anywhere between 100 and 200 answers to these questions. And new questions should be added to the database as they are asked. Provide answers that are short, to the point, and deliver the information required. If a question asked can be best answered with a link to a page on the website, use that link. And continually improve the answers as more data becomes available.
A Call-To-Action (CTA)
Call-to-actions are commonly used in marketing. And goals here include generating new leads, getting people to register, to buy and offering self-service support. That means the chatbot scripts need to be modified to include the relevant CTA to be used at the right time, depending on the context of the customer request.
The final element is, quite simply, optimization. And that has to be based on conversations from real people. This benefit tends to become apparent over time and the ability to read conversations to gather valuable data to understand motivation, what obstacles they perceive, how they view your business and more are invaluable. A successful chatbot will use the information gained to improve answers, add new ones and modify CTAs. This information can even be fed back to the company to help them with the design of their website or product or even improve their overall business strategy.
Some of these elements may feel trivial.
But they are all essential elements to the building of a successful chatbot.