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Sales and Marketing Chatbot Adoption – 35% of companies have figured it out, have you?

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Joseph Weizenbaum - Inventor of Chatbots
Joseph Weizenbaum – Inventor of Chatbots

Chatbots are one of the new “hot” topics in technology.  However, bots are not new.  They have been around since the 1960’s and were originally called “chatterbots”.  They are scripted, rule-based computer programs designed to mimic human conversations.  In 1966, at the MIT Artificial Intelligence Laboratory, Joseph Weizenbaum published a comparatively simple program called ELIZA.  ELIZA was designed to emulate an empathic psychologist providing digital conversation and psychological engagement.

2018 Chatbot Adoption Report
2018 Chatbot Adoption Report

Currently, businesses are using chatbots for marketing, accelerate sales and to support the consumer.  Using chatbots is now commonplace in our society. In a recent study preformed by Content Wrangler and Precision Content Authoring Solutions titled “2018 Chatbot Adoption Report“, it shows that “95% of content management professionals surveyed . . . say their employers are planning to adopt chatbots.”  Specifically, it the study showed “30% of respondents say they plan to use chatbots to deliver guided customer journeys designed specifically to help customers navigate a set of content to achieve a goal. 35% of respondents also said the they believe their companies will leverage chatbots to deliver marketing and sales content.”

Leading companies are using customized bots to engage customers and prospects as the come to their websites. Bots give a company the opportunity to curate the customer experience as if they were talking to a friendly employee who guides you into area you want visitors to shop, learn and engage in a highly scaled and leveraged way. Chatbots are being used to help companies grow their business at higher rates and more efficiently than previously thought possibly.

A few examples on how bots can be applied:

  • Bots can educate visitors with relevant content.
  • They can route website visitors to the correct place on your website route the to correct content.
  • Bots are able to immediately offer help with connecting a visitor with a sales or customer service representative.
  • They can prompt a visitor to sign up for a webinar or newsletter.

One of the most effective ways to use a chatbot is to use it to convert a website visitor into an appointment to engage with a sales or customer success representative.

The following is the basic flow of that process:

  1. Engage the visitor with the bot – this can be done based on a click, scroll, time on site, sequence of pages visited, source of the visitor, etc.
  2. Qualify and educate the website visitor – Qualifying questions are used in a sequence to make sure your product or services are meaningful and relevant to the visitor.
  3. Capture needed information – The bot can also identify and capture information about the visitor in order to inform your sales representatives to best engage.
  4. Booking a meeting – a bot can coordinate with the website visitor in order to schedule an appointment with the correct sales representative and get a meeting on their calendars.
  5. Confirm the meeting/reminders – the bot should be used to remind all attendees before the meeting via email, text of phone call.

You can have several bots running on a landing page. The chatbots are able to help with different things depending upon the page your customer is visiting.

Simple tips as to how you customize a chatbot in the initial deployment process:

  1. Set your bot up to collect qualifying data.
  2. Optimize your bot to give it the opportunity to help your visitor.
  3. Check Google Analytics regularly to see which page the bot is most helpful.
  4. Set your bot up to be simple.
  5. Set up a straight forward path for your visitors (this will make your visitors feel more comfortable in the user experience)
  6. Have your bot reflect your brand by make sure it is behaving in a professional and helpful way

These are just a few ideas of what can be done with a chatbot.  When deployed effectively, companies have seen as much as a 20x return on investment and improves customer satisfaction.

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