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Eli Rodrigues | Digital Experience Manager at everis

Chatbots: Client Relationship Strategy and Service Cost Optimization

Chatbots are the greatest revolution of digital communication. Their interfaces are flexible, integrable and their understanding of natural language is remarkable.

According to Hubspot, 57% of users would rather interact with chatbots due to their readiness; 55% are interested in using message apps to settle their demands. In April of 2017, Facebook messenger had 100,000 bots and two billion messages. These numbers can be even higher if chatbots incorporated to websites and mobile apps are included.

Chatbots are expected to become part of our daily routine with new voice technologies, not only as transactional agents, but also as personal assistants, which will completely change how we service clients.

Chatbots are conversational interfaces that can be implemented at different complexity levels, from programmed message flows and human service drivers to autonomous assistants.

Their uses range from client service, sales, educational support and internal support, whether solving employees’ questions or settling complex transactions in operating environments.

Their main advantages are 24/7 availability, scalability and multi-channeling. Chatbots are also able to maintain memory over previous sessions, build complex dialog trees and have knowledge based on context.

These factors, coupled with information on client satisfaction and opinion, make them critical communication tools for building relationship strategies and optimizing operational costs.

Chatbots are expected to spread throughout the digital channels of the company as integrated platforms, attracting new clients, engaging current clients and retaining old ones.

They support new clients by presenting the company and its products, services, schedules, flows and service channels. They engage current clients by receiving service requests, responding quotations, scheduling visits, handling complaints and announcing special offers. They retain old clients by settling doubts, keeping them up to date on the progress of their services, contractual changes, facilitating registration changes, renewals and informing about unavailability.

The strategy planning should prioritize channel expansion: the more service points, the better the return. It is necessary to plan a wide dissemination in digital and conventional media to show results, so that clients get to know the chatbot, its proposal, how it can help and how to find it.

Creating a persona that matches the clients’ profile is important. This persona must determine the clients’ style, language and proactivity level, creating identification and engagement.

The interaction mode adaptation to the channel must also be observed. The size of texts, the use of voice tools, widgets, images and external devices, such as using the mobile’s camera to photograph a bar code, must be adequate.

It is also crucial to contextualize communication with the clients’ micromoment by creating alternative flows according to levels of urgency, environmental conditions and using mood information to evaluate when offering new services and identifying how to deal with stress situations.

Finally, consider service personalization by observing previous interactions and opinions about the products and their features to assess the level of satisfaction, map unforeseen demands and identify opportunities for building new products and segmentations.

The pricing model and the retention of clients in the channel influences cost optimizing, preventing them from looking for other less efficient means of service.

Most models are based on pay-per-use (SaaS — Software as a Service), and capital mobilization is almost zero. Service costs are dissipated by the amount of services provided and 24/7 availability.

Channel retention is ensured by knowledge bases segmentation, increasing answers accuracy; content update, monitoring new means of asking and periodically adding content not found; personalizing, integrating the chatbot to multi-channel structures and creating contextualized interactions and alternative flows of service incorporation, since return rates increase as clients settle their demands using chat windows.

everis’ chatbots can reach 95% of average accuracy and retention rates over 80% by following these directions. This generates four-digit percentage savings.

Providing innovative services and acting fast to settle clients’ demands are crucial nowadays. Chatbots are a cheap and efficient alternative to achieve these results.

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