Chatbots are everywhere. Whether they engage you with a call from an unknown number, or with a private message, or opening up on a landing page, little changes: these smart little systems are becoming more and more popular in a multitude of different sectors.
In fact, around 80% of companies are hoping to get to use chatbots on their sites by 2020.
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Just to give you an idea from the ‘consumer’ side, we did a quick survey in our ALFA Digital team: three members confirmed that they had interacted with a chatbot in the last 72 hours.
But the volume of interactions doesn’t necessarily indicate that these are happening successfully: many users think chatbots distract and ultimately don’t help.
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If used improperly, these programs can ‘dirty’ the user experience on your site, make it confusing, even damage your reputation of your brand.
So here’s some information about chatbots: the advantages, the disadvantages, how to use them , and other things that will help you decide whether to deploy them on your site.
Plan de l'article
What is a chatbot
Generally defined as a computer software or a system that mimics human conversation, a chatbot is an artificial intelligence system that invites the consumer to interact with them, or with the mother source, in a certain way.
Generally, these automated robots are active on apps, live chat, email, or text and are intended to create a better customer service experience for consumers.
Chatbots are a relatively new phenomenon, which landed in the digital world in the late 1990s. Although these robots (like the other siblings) are constantly evolving, their purpose has remained the same .
Today, the uses more effective than chatbots can be seen on e-commerce sites and on the social media giant, Facebook .
web pages, bots are useful for interacting directly with site visitors On and for collecting both information and new leads.
On Facebook they are used in the same way, especially implemented in business profiles. We talked about it more in depth on our article dedicated to the use of chatbots messenger for e-commerce.
What types of chatbots exist
From relatively simple to incredibly complex chatbots, all chatbots generally rank into two types. Let’s see what they are and what characteristics they have.
Simple chatbots are generally programmed to respond to keywords .
The The advantage of simple chatbots is that they know how to be useful, albeit at a very basic level. Specifically, they can provide limited assistance and strictly bound to the recognition of a keyword, entered by the user, who usually searches for specific answers.
This means that simple chatbots are unlikely to be able to assist customers at a deep level, unless they are addressed to them by these very specific words or phrases. indexed by their systems.
Many brands and companies are progressively converting to the use of smart chatbots , abandoning the simplest ones, to improve the customer experience.
Smart chatbots, or smart chatbots, leverage AI to respond to requests, not words key replicating with predefined formulas.
As customer conversations are recorded, these help improve their processing and response skills, allowing robots to become ‘smarter. ‘ This type of AI will continue to be more and more effective as the evolution of these technologies continues.
Why use a chatbot? Advantages and Disadvantages
more brands and big companies are using chatbots today: More and they do it much more than yesterday and certainly less than tomorrow.
Taking note of their successes and failures can come in handy to any company that is still trying to orient themselves on why to use chatbots and the benefits and the benefits. disadvantages that they can offer.
But how do you actually understand if it is appropriate to use a chatbot on your site ?
Before proceeding with Any type of implementation, a business should make sure that chatbots fit the needs of its primary consumer base.
To understand this, it’s important to understand how these tools can improve or complicate the user experience.
The Benefits of a Chatbot
Usually peeping out on the bottom right of the screen, chatbots assist customers, providing them with answers, simple or complex (depending on the type of bot used).
The benefits of chatbots are more obvious when it comes to e-commerce sites , or for very large companies with a very significant online presence. These companies can also afford to hire a customer service representative of their brand, 24 hours a day, and answer the most complicated questions.
If you own a small business, a chatbot could help meet specific customer needs .
But wait a minute: smaller businesses also have good reasons not to use these software.
Here are these.
Disadvantages of Chatbots
Although chatbots are undeniably useful for some businesses, they can actually be an obstacle to others.
For small and medium-sized B2B businesses, it is better not to use chatbots . The reason is soon said: most of these brands don’t have an employee who is in charge of answering the most complex questions from customers 24 hours a day.
Another disadvantage is that a chatbot can often seem to provide the perfect solution to a problem, when in reality it is only acting as a palliative remedy. The truth is, it can’t neutralize the biggest problem underlying, very often linked to a structure. confusion of the site and a low-quality user experience.
If customers have a hard time finding information on your site, what you need is not a chatbot — you need to redesign it from top to bottom.
Read our tips on how to improve the user experience on your site.
Once your site has been formatted correctly and includes all the information you need, you can start reevaluating the ability to harness the potential of a chatbot.
Some companies take a more focused approach on the ‘quantitative’ aspect of their sites, rather than on the qualitative one. The result is that you often come across pages crowded with content, with long loading times and, ultimately, with a bad customer experience.
To improve this, we recommend first of all starting from your landing page: get an idea of what is a landing page and learn how to use it for lead generation.
In conclusion, it is useful to reiterate that the usefulness of chatbots, the advantages and disadvantages of these are always commensurate with the overall quality of the site and that, when it is well structured, The first are more than the second.