Ten tips for the use of chatbots

Chatbots are one of the "hot topics" in digital marketing. On the one hand, companies see this as an opportunity to manage communication with customers very efficiently; on the other hand, the customers concerned are not always pleased when they realize that their counterpart is "just" a communication robot.Pegasystems Inc., a leading provider of strategic software solutions for sales, marketing, service and operations, shows what companies need to look out for if they want to ensure the necessary acceptance of automated chat systems:1st positioningClearly defined tasks must be defined for the chatbot. In principle, chatbots are most effective when they address a limited range of topics on which the extensive training of a chatbot can be focused.2. transparencyCustomers or users need to know when they are talking to a machine and when they are talking to a human; hidden chatbots are counterproductive.3. benefitUsers must see an advantage in communicating with a bot; for example, better accessibility or round-the-clock communication.4th mixtureCustomer communication should not only consist of chatbots; it is important to find the right mix of interactions with bots and real people.5. flying changeReal people should be able to take over chats automatically; if it is clear that a customer is having problems with a bot, the bot should pass the communication on to the human. Chatbots should therefore use the possibilities of artificial intelligence (AI) for sentiment analysis; they can determine the right time when the "real" contact person is required in the interaction.6.SupportIf the human takes over communication, the AI used by the chatbot can continue to support the real customer advisor.7. internal transparencyIt must always be possible for a company to understand when a bot makes which decisions; any feedback and an "early warning system" for undesirable developments in interactions must be built in.8. technical integrationChatbots need to be integrated into other marketing software systems, such as next-best-action systems or decision-making solutions.9. channel strategyChatbots should fit seamlessly into a company's omni-channel strategy; it makes no sense for the chatbot to offer different services or assistance than the other channels - for example, the call center or the website. The information and answers must be consistent.10. added value instead of technologyIn all considerations relating to chatbots, the focus must be on the added value that a company can achieve with them; it must not be a question of simply installing a new technology; however, added value can only be achieved if the "overall package" is right.