2020 will be the year of chatbots

A chatbot is a dialog system via which customer communication online can be fully or partially automated and thus facilitated. In a chatbot, communication is initiated and the robot responds to standardized questions. A messenger bot on platforms such as Facebook or directly in WhatsApp can serve as a newsletter replacement and offer the user information and interaction in equal measure. Standardized queries when the user contacts the company are also possible in this way. Here, the user does not have to load a new page, click through menus or install an additional app. Communication is simpler and takes place over short distances in a personal conversation.

Save resources with bots

Bots can be used in all industries where direct communication between user and brand or company should take place. The options are diverse. Bots can support employer branding, for example, by being used in application processes and requesting initial data. They are suitable for the onboarding of new employees to provide uncomplicated and direct information. They also lend themselves to support in the event of complaints or requests for information. The content does not have to be informative per se - chatbots can cover the entire range between funny and informative. Gamification is even possible due to the clickability.

Automating communication through bots makes everyday work easier and saves resources and thus costs: Unpopular, redundant work such as answering the same questions over and over again can be taken over by the robots. A chatbot or click chatbot, for example, lends itself to automatically retrieving information before transferring it to an employee. The bot then lays the groundwork for communication - saving time and the advisor or customer service representative already has the appropriate information when they start the conversation. With a good setup, the customer can be optimally picked up. Bots help the user to get to the desired information quickly. The texts are to the point, the dialogs remain short - the content is therefore available in a convenient snack format and can be consumed quickly.

With a suitable strategy, bots can generate benefits for the brand and the company. Companies show themselves innovative and modern when they use the new technological possibilities. They simplify communication with their customers, but can also use bots to collect data and generate leads for marketing. With bots, e-commerce becomes c-commerce, or conversational commerce.

Another advantage is that the messenger apps on which messenger bots are based are already installed in many smartphones. The use of a bot therefore requires no programming effort and no additional software costs.

Keyword-based bots and self-learning technologies

Bots come in different technological forms. Rudimentary bots respond to a few stored keywords, click chatbots have a larger response span. More complex robots work with AI and machine learning - they can expand their knowledge independently. While AI-driven systems only need maintenance at the beginning, other bots need constant manual optimization, for example for menu navigation and deposited content. Bots can collect feedback from users, which can be used to improve responses - this setup also requires maintenance.

With the help of chatbots, companies can set up campaigns quickly and easily: When Nivea Switzerland users wrote the word "mom" in the bot during Mother's Day, it provided them with inspiring content to share. This encouraged emotional engagement with the brand and improved customer loyalty.

Another example and a completely new mobile digital experience is the Facebook Messenger chatbot from Volvo Car Switzerland. The application was designed with a clear infotainment character. The chatbot features interactions as well as elaborately designed text dialogs and user paths. Users are guided there to the appropriate Volvo model and thus playfully learn about the various personalization options of the vehicles. This not only generates qualitatively valuable leads, but also fulfills the brand promise to put people at the center.

Before implementing a bot, software options and landscape are first evaluated. Simple bots can be set up quickly. Cooperation with an agency and an IT service provider is a good idea here. Content for the stored dialogs and the appropriate processes are required. Data protection and DSGVO play a major role in the implementation. It must be clear how the collected data is handled and how it is stored. In the bot itself, there are options to either give the user active consent via a click process or to have the information played out automatically.

A bot that is not set up satisfactorily, has bugs or voice output problems frustrates users. Chatbots that offer no added value, are boring, or ask repetitive questions also cause users to stop communicating. Both must be avoided.

Internal API interfaces for the data flow must be set up correctly so that, for example, the information from the robot dialog can be forwarded seamlessly to employees and no break occurs. Processes must be optimally linked so that the chatbot does not get stuck in the dialog - and the user subsequently gives up disappointed and annoyed because he has typed in his information in vain. This is also detrimental to the company, because leads are only generated when the communication is complete.

The acceptance of bots will increase

Bots are on the rise - 2020 will be their year. Their relevance for companies will increase with the acceptance and trust that users develop in the robots. Chatbots will steadily become more professional - announcements such as the possible merger of Facebook, WhatsApp and Instagram Messenger suggest new opportunities for the technology: User data could then be collected across platforms and perhaps all three channels could be funneled into one bot with the goal of finding out the setup for advertising.

Of course, companies should not launch chatbots just to be able to offer the technology. A chatbot must offer clear added value for companies and users. The answer to this question provides the best possible purpose for a bot. What do users want to learn? Do they want to be entertained or do they want facts? Does the company want to generate leads, is it aiming for a B2B solution or should the daily routine be optimized for its own employees? Without a strategic direction, the implementation of a chatbot does not make sense. If, on the other hand, the direction is clear, the dialog systems are fun through infotainment and offer numerous possibilities.

Conclusion

Chatbots are a forward-looking technology. Their acceptance will increase and the technologies will become more professional. In order for companies to fully exploit the potential of chatbots and automated customer communication, they should get an experienced partner on their side and integrate bots strategically and with added value for companies and users alike.