Worth considering in modern digital marketing campaigns are Chatbots. Chatbots are beneficial for campaigns that expect to see large numbers of inquiries and responses. It can also be applied, however, in low volume campaigns which sees few visitors arriving at a site or social network page, but that need to be attended to immediately.
A chatbot that is programmed correctly saves effort and time from the community managers, and it allows these managers to respond with urgency to visitors that are inquiring about products, services and promotions.
Nonetheless, the first thought that arises when we think of Chatbots is advanced automation engines and the technology that drives the Chatbot options. Although these are true, as is the assumption that these resources are being powered by artificial intelligence technologies, it is also noteworthy that marketers must consider traditional marketing aspects prior to engaging in configuring a Chatbot.
Below is a short chatbot video example:
A chatbot is only a means of automating something that would otherwise be done by humans, and this automatization means that you need to think deeply about customer journeys.
A chatbot drives the visitor through a carefully crafted journey and to make that journey successful, a deep understanding of the target market is needed. As it happens with many of the digital strategies, it all starts with persona analysis.
The persona analysis and description will assist in defining the varying journeys through which visitors can go through. It is therefore mandatory for marketers to pay careful attention to the options, questions and suggestions that a Chatbot is likely to present your visitor with.
This will be required when the Chatbot is discerning the visitor persona, the path they should be directed to towards and the steps that are required to be along those paths
Discussion with your team
Once the different personas are described, the best way to define the path and the steps along each journey is to talk to salespeople, customer representatives, inside sales agents, customer support agents, and community manager.
A session with them will help you map the questions and inquiries that each persona wants to have answered or solved and such a map will be the foundation of a chatbot programming.
It is worth considering that each step a human representative would likely have undertaken when in discussion with a visitor needs to be replicated into an automated action by the Chatbot. This is in order for the Chatbot to imitate a human representative.
The higher the number of options, and the more the details programmed into the journey, the likelier it is the experience for the visitor will be better.
A good chatbot implementation will result in an action performed by the visitor. The visitor will feel promptly served, and your company will have better results and a cost-effective operation that can operate for many customers at once.
End Users Journey
Conventionally, journeys that visitors undertake will be presented with various steps. Material needs to be developed for each step. Along some of these steps, it can alternate between quick text answer or conversely, more elaborate and detailed materials such as brochures, papers, videos and more.
Take for example, the possibility that you are faced with three personas. The journey for each persona differs in options required. Each option can have, on average, four steps that result in a complete map to have 36 (3*3*4) actions that are required to be programed into the Chatbot. Each action will range from basic text answer to a detailed elaborate resource. This can be a highly convoluted task.
The process further complicates as you start to combine special conditions. For example, if your Visitor A fits persona X and answered “yes” to the first question but then followed the third question with “no”, etc…. The complexity increases.
So, as you see, aside from the natural complexity of the programming itself, the logical process map is more important. Being able to think how the different types of visitors will move through a tree of options, is key.
The map will be the input for the chatbot programmer if the tree is incomplete or does not consider all journeys, steps, and conditions, then the chatbot will behave in a manner that will not make the visitors feel at ease when navigating the site or when “talking” through the messenger window. A bad journey map will result in a bad chatbot.
It is imperative when considering chatbots that we assume the role of marketer and do our groundwork in understanding our visitors. It then necessitates the technical skills in order to transform that knowledge into programmed and automated actions that can be undertaken by the chatbot.
The technological strides we’re privy to, rely on the knowledge and intuition of marketers that have the unique access to putting these digital platforms to good use.