Since the dawn of digital media, the consumers are expecting brands to interact with them in the way that is more human. In a one-way conversation, a brand continuously markets its products and doesn’t acknowledge or interact with their prospects. This doesn’t help the brands to know and nurture their consumer’s needs and hence result in a poor engagement.
On the other hand, two-way conversations directly help the brands speak, listen and analyze their consumer’s needs, to understand and deliver a fulfilling experience. This is highly beneficial for brands in knowing more about their audience’s needs, as well as in figuring out consumer satisfaction.
Now is the age of conversational business
Oracle’s “Socially driven collaboration” reports show that 96% of the companies are seeing the value of customer collaboration to have a major influence on their marketing efforts. A better collaboration means a seamless communication. This can be achieved by an ability to have one-to-one personal conversations with consumers across multiple channels as how, when and where they surf.
Conversations with consumers are precious, not only for the customer support teams, but for the entire buyer journey from marketing, sales, as well as product development. Here are some stats that support the former statement.
- 86% of the Fortune 500 companies report that conversations help them attain deeper insights on their customer’s needs, according to Mycustomer.com.
- 66% of companies say that they take help of community engagement channels for product development.
- 71% of companies use customer collaboration channels for their market research.
- A study by Innsbruck University School of Management has shown that 64% of the companies have improved their decision-making process by continuous customer collaboration.
- 33% of the companies report that that the engagement communities alone have helped them to completely revamp their marketing and product plans.
- Businesses follow multiple modes of conversation such as phone calls, texts, email, Facebook messenger, Slack and more.
Why Facebook messenger?
With messages being the new hype of communication, more than 1.8 billion monthly users are active in chat apps like Facebook messenger and WhatsApp. Especially over Facebook, they are always online and would expect the brands to be active on Facebook too. The more active a business/company is on Facebook, reverting back to customer queries, the more likely are people going to drive to that business.
Facebook messenger bots for Customer service
The main reason the distinguishes Facebook messenger bots from other trends is that it has a capacity to not only transform the way business conduct themselves, but also in giving a better customer service experience. It lets you offer real-time and personal interactions to customers at every point in their buyer journey. Hence, making these meaningful engagements drive customer satisfaction and brand loyalty.
Businesses very well know that they have to go where their customers are active, and it’s important to recognize their changing behavior. Here are some instances where Facebook messenger can help brands to provide a fulfilling customer experience.
Instant response to queries
Customers widely are fed up with the delay in response time when looking for a support through conventional modes like Emails and phone calls. Automated chat bots, on the other hand offer exactly what the consumers today is looking for.
They can be humanized by providing a name and avatar to it and has the capability to answer questions in an instant. With over 1.2 billion active users every month, Facebook messenger can be used as the best AI chatbot which can provide real-time answers in a conversational way.
Barrier-less customer service
In this fast changing world, most consumers don’t want the hassle of switching between channels when they want to contact companies. Offering communication over popular and well-established media like Facebook is an obvious solution here.
Chris Tomlinson from the Customer Management Centre at Argos, a British catalogue retailer firm says that the Facebook messenger bots helped Argos to reduce instances of public complaints and increase customer satisfaction. It does this by giving their customers a familiar and convenient way to get in touch.
Ease the consumer’s daily lives
From booking an Uber ride, to ordering bouquet of flowers at 1800flowers.com, Facebook messenger is already helping users to manage their daily lives in countries across the world. A poll by aytm says that 55% of consumers want to get offers and discounts notification from this channel. 26% would like to keep them updated about events and should be able to ask questions via Facebook messenger and 25% of them would like to receive personal recommendations from Brands.
Facebook messenger bots for marketing and Sales
As we had discussed in our previous sections, Facebook chat bots also has the capability to revolutionize marketing and sales. From market research to post-sale transactions, Facebook messenger chat bots support the entire sales process, even helping in customer retention.
Improvising the buying experience based on a customer’s purchase history
Wingbot, a Facebook messenger bot of Texas’ famous chain of restaurants Wingstop, makes it easier for their customers to reorder. It gives suggestions based on their order history, asks where to pick it up and instantly places the order.
These bots are not only capable of providing consumers with a streamlined buying experience, but also can recommend relevant products or services that goes along with the needs of consumers.
Easy signups, open rates and click-through rates
Getting visitors to sign up to your bots with just a click is easier than having them type out their email address. Facebook messenger bots also show a 3-4X more open rates than email, due to its ease of accessibility. Click-thorough rates are around 30% – 50% using the bots as compared to Email’s single digital rates.
When Hubspot tried generating leads through Facebook messenger bots, to its surprise, it showed a 477% reduction in cost-per-lead as compared to other digital marketing channels.
Facebook messenger bots for Product development
Continuously leveraging the data from consumer purchases, retention rate and the support concerns raised, product development teams will be able to deliver a product that precisely caters their consumers’ needs.
Creating your Facebook Messenger bot
How to create a chatbot? Before answering this question, you will have to clearly pen down the issues that you want your chatbot to address. You can either choose various third party chatbots that are foolproof, or you can build and experiment from scratch, and customize it to best suit your venture. Here are some things to consider while building your Facebook messenger chatbot.
Choose the right platform
There is no need of building your chatbot from scratch unless you want to code and experiment. Choosing from various renowned platforms can give you an instant start and deliver great outcomes.
Understand your bot audience
Figure out the interests of your audience, and choose the chat content layouts that are familiar with your audience. For example, using sentences like “What’s your pick today?” for brands that cater audiences of Lifestyle industry, can help them respond to your messages in a moment.
Determine the type of bot you should create
Next, you will have to precisely define the type of role your chatbot should play. Will it provide notifications, generate leads, give tracking and support, answer queries or engage and entertain? Focus on the area that will benefit your audience the most.
Frame an engaging content structure
Constructing an engaging message journey is crucial. You should ensure that there is a sense of balance between brand-relevant storylines and creativity that keeps the audience involved. Keeping your chatbot as human as possible instead of robotic messages will help your consumers willing to take up a conversation or an enquiry.
Powering your chatbots with NLP and AI
Employing NLP (Natural Language Processing) and AI (Artificial Intelligence) will help your chatbots use an ordinary dialect during a conversation. This helps you to engage with your audience at a more personal level.
Even though full-fledged NLP and AI powered chatbots are still under development, businesses are starting to realize its importance and have started to employ these chatbots in:
- Monitoring the conversations between teams and providing relevant statistical insights on important points in the conversation.
- Collecting data from successful marketing campaigns in the past and crafting new and engaging marketing conversations with the prospects.
- Allocating adequate resources when dealing with customer service cases, based on the sentiment analysis of the conversation they are having.
- Suggesting best proven strategies to solve a business problem, by analysis of numerous case studies in the past.
Enlist help from proven solutions
The best experiences in a chat-bot are driven by creativity, relation to your industry, marketing expertise and powerful back-end technology. Hence, you might want to consider taking help from a firm with history of proven success.
Messaging is the future and is here to stay. With them offering brands a completely unique and personal way of connecting with their existing and potential customers, Facebook messenger is the modern and most suitable channel for your end-to-end consumer journey.
Jessica Bruce is a professional blogger, guest writer, Influencer & an eCommerce expert. Currently associated with ShopyGen as a content marketing strategist. She also reports on the latest happenings and trends associated with the eCommerce industry.