This is a featured article, originally posted by www.sitepronews.com. This article can be read in it’s original format here.
March 18, 2021
Research shows that by 2021, 80% of businesses will adopt chatbot technology. You could save up to 30% with the right chatbots. Up to 69% of customers would rather deal with a chatbot because of the quick response.
Such statistics may explain why companies are beginning to invest in technology. However, chatbots are still a relatively new concept. With improper implementation, it may cause more harm than good.
Our article will show you seven mistakes to avoid when using chatbots for your business.
1. You Do Not Have a Strategy in Place
You know the current trend is to adopt the technology. You feel that as a business, you need to comply so that you seem up-to-date. You have not taken the time to come up with a proper strategy for the technology you buy. Think about it much like you would any other strategy.
Let’s say you are looking for a nonprofit website design. You start by outlining your goals. It could be to attract more donors. You may also want to showcase your work. Now, ask yourself how chatbots can help achieve your goals.
A chatbot on the homepage, for example, can guide visitors appropriately. It can also help respond to queries promptly. When setting up the chatbots, use the strategy to guide what you input.
2. You Do Not Have an Audience Persona
Any marketing 101 will tell you to develop an audience persona before implementing any strategy. The same goes for the use of chatbots. Start by understanding the target market very well.
Learn how they communicate and what kind of words they use. The way you communicate with teens will be different from how you talk to adults. Some customers may also just be searching for information.
Others may need help with making purchases. It helps to have different buyer personas. Next, design the chatbots to communicate with each persona appropriately.
3. You Have Replaced the Entire Team with Chatbots
Technology is excellent for increasing efficiency. You also do not have to be there all the time to supervise. However, you will need someone to oversee the performance of the chatbots. They may not be able to handle all the queries customers may have.
The chatbots may also bombard customers with too much information. It can happen, especially when you’re running a promotion. It can lead to frustration, and you may lose the customer in the end. It is essential to pay attention to the design of the chatbots.
Some chatbots can gauge a customer’s level of interest and can also send timely updates on discounts and sales. Having a human oversee such interactions will help avoid unpleasant experiences for customers.
4. Your Chatbots Do Not Have a Personality
You have invested in an AI chatbot. You have, however, left it at that. It has no distinct personality and sounds more robotic than human. Create a persona so that customers find it easier to engage with.
Please give the chatbot a name and let your brand value and voice reflect in it. Put yourself in the customer’s shoes. What do you expect from a customer service agent, for example? They should be knowledgeable and easy to talk to. It is impossible to have a good experience when you feel like you are talking to a machine.
5. You Have Not Crafted Your Messaging Well
Take time to craft your messaging well if you want to increase engagement with customers. Lengthy messages are not a good idea. Focus on simple, short, and precise words. It also helps to ensure that the customer is getting the right information.
Some chatbots have technology that makes them more intuitive. But this may not apply to the one you have.
It is crucial to keep on testing the system. In fact, do not launch chatbots without first testing them. Take time to come up with a Q&A that covers all possible questions. Unfortunately, you may not be able to capture everything.
It takes us back to our original point of having someone oversee the system. You could also redirect the customer to sections on your website that can provide the necessary information.
6. Your Chatbots Are Everywhere
You may think that having chatbots on every single page of your website helps, but what you may end up doing is distracting audiences. It could take their attention from the messaging.
Avoid having chatbots on a landing page. Instead, have a powerful Call to Action (CTA). It guides visitors to take a specific action you want.
A chatbot on the FAQ page, on the other hand, makes sense. People who come to that page are looking for information or answers. Having a bot there will help them get feedback faster.
A good idea is to dedicate a page on your website for chatbots. You get more value and functionality, which is great for users. It can also help with SEO meaning more visibility for your site.
7. You Do Not Measure the Performance of the Chatbots
It is important to keep up with analyzing the performance of chatbots. You get valuable insights that you can use to improve the functionality.
Look out for things like completion rates and customer satisfaction. Also, check for feedback on speech and engagement. Chatbots should help enhance the customer experience. But how can you know what to work on if you do not carry out the relevant analytics?
Chatbots help with a lot of functionalities. It is crucial to apply them in the right way for optimal benefits. Have a strategy in place that helps you achieve specific goals. Design the chatbots with the customer in mind. Start by properly understanding the target audiences and developing relevant personas.
Chatbots should be personable and helpful. No one wants to deal with a robot, so make it sound human. Be careful that you do not overwhelm customers with messages.
Run relevant tests to check that you have covered the main customer concerns. Continue to test the performance and make the relevant changes. Avoid the mistakes we have highlighted above and It will make your investment in a chatbot worth every cent.
Dan has hands-on experience in digital marketing since 2007. He has been building teams and coaching others to foster innovation and solve real-time problems. Dan also enjoys photography and traveling.