What is the importance of a chatbot in marketing and communication?

New year, new opportunities, fresh start. In technology too, we have taken considerable steps over the past year. Indeed, where we said that 2018 was going to be the year of chatbots last year, we see that more and more organizations have started new applications over the past year. According to Gartner’s prediction, organizations manage to capture 85% of customer contact with technology in 2020. So there’s work on the store! What trends can we expect in chatbots and artificial intelligence (AI) in 2019?

See also : What chatbot for WordPress?

Chatbots are used more frequently and wider.

The application of bots will be much wider in 2019. Smart technology makes chatbot more and more capable of recognizing customer demand and intent. In addition, the adoption of chatbots increases. Alexander de Ruiter, CEO of OBI4wan:

Technology is accessible and accessible to everyone, including SMEs. If we Gartner’s figures have to believe, we will see many more successful chatbot applications in practice in the coming years.

Related topic : What is a chatbot?

Customer service the largest chatbots domain

Customer service is a field of application where chatbots come to their full potential. In recent years, we’ve seen successful applications showing chatbots are well capable of helping customers get started or even handle full cases. The service domain will continue to dominate over the coming years, according to Gartner. In 34% of cases, chatbots will be deployed in the customer engagement domain.


Technology comes into the hands of organizations itself

Bots development technology will become more in the hands of organizations themselves in the coming year. Within organizations, departments or employees are responsible for the bots themselves. Organizations often have multiple bots that function side by side. The technology to bots development is no longer just for developers, but also for the people in the workplace. Frank Smit, Chief Innovation Officer, says:

Within an organization there are people who have a lot of understanding of processes. These people often train other people to service agent. But why not use these trainers to train chatbots as well?

In addition, large platforms make it increasingly accessible to develop and deploy bot applications on their own. For example, Hubspot allows you to deploy a bot that offers a white paper on certain pages on your website. This bot also supports other departments, such as marketing and sales.

The role of service changes

Organizations are dealing with many different channels, which are important at different points within the customer journey. Websites and reviews are considered for a purchase and social media channels, email and phone we use to ask questions.

Ideally, you want your AI chatbot to provide a unified solution across all these channels. That they have answers to as many questions and situations as possible. But when there is no answer, the chatbot switches seamlessly to an employee. As a result, service staff deployment will take place during the orientation phase. This makes service much more proactive and gives service a place within the organization that can also make money.

Bots talking to each other

Bots will not only provide more service through direct contact with consumers, but also by contacting other bots or systems. Where we first have an explosion of contact channels, we are now going there to provide service through a single channel: via a bot. How useful is it if we can make a purchase through a bot, receive the purchase confirmation and the delivery time of the purchase be able to consult? Frank Smit:

Instead of multiple channels, we offer consumers multiple bots that work seamlessly together in the future.

Ultimately, in the future, we are going to see that a bot knows what activity to take place without human intervention. This includes requesting information about an undelivered order. Systems will communicate much more with each other.

Voice in Rise

With the arrival of voice assistants (Google Home, Alexa,…) to the Netherlands, it is becoming increasingly common in the coming year to use voice for service as well. For example, we’re already seeing the first applications in the supermarket industry, where voice assistants help answer questions about delivery times and offers. Or in the energy industry, where the voice assistant communicates with the smart thermostat or answering questions about solar panels.

The rise of voice is already affecting organizations. Are you aware of the latest developments in voice search and what that means for your content strategy, for example? Learn more about it in this article.

2019 brings enough trends to get started with. What trends are you already working on? Let me know in a comment!

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