The Role of Chatbot for Marketers & Customer Service

Chatbots have become an increasingly popular tool for marketers and customer service teams in recent years. These conversational agents use natural language processing (NLP) and artificial intelligence (AI) to interact with customers and provide personalised assistance, information, and support. Hence, this blog aims to discuss the role of chatbots in marketing and customer service.

What is a chatbot?

A chatbot is a computer program or software application designed to simulate human conversation and interact with users in a natural language format. Chatbots can be used for a wide range of purposes, from answering frequently asked questions to providing customer support, automating tasks, and even facilitating e-commerce transactions. They utilise techniques from natural language processing (NLP) and artificial intelligence (AI) to understand user input and provide relevant responses.

A customer service chatbot, specifically, is a type of chatbot designed to assist customers with their inquiries, issues, and requests. It operates within the context of customer support, aiming to provide timely and accurate assistance to users. Customer service chatbots can be integrated into various communication channels, such as websites, messaging apps, social media platforms, and mobile apps.

How Chatbot can Help Marketers 

AI chatbot is revolutionising the way marketers interact with their customers. With their ability to initiate conversations, collect information, and provide personalised recommendations, chatbots have become an essential tool in multiple aspects of marketing. In this era of digital marketing, chatbots are playing a pivotal role in enhancing customer experience and increasing business growth. Below are the ways in which marketers can leverage the power of chatbots: 

1. Lead generation 

Chatbots can be used to initiate conversations with website visitors and collect information about their preferences and interests. This information can be used to personalise marketing campaigns and create targeted messaging. Finnish software company Giosg has created ready-made chatbot templates which are being utilised by different companies to smoothen the process of communicating with site visitors and customers.  

2. Customer segmentation 

Chatbots, unlike human customer service agents, can segment customers based on their behaviour, interests, and preferences. This segmentation can be used to deliver personalised marketing messages and offers. Chatbots can use data to identify needs and deliver solutions, automatically upsell product recommendations, and provide instant answers to frequently asked questions (FAQs). Chatbots can also adapt their tone of voice to meet the customer's demands, and their conversations emulate human interaction while providing high-performing responses. This gives response teams more context if the customer reaches out again. 

3. Sales support 

Chatbots can assist with the sales process by answering product-related questions and providing product recommendations based on customer needs and preferences. For instance, LiveChat has created a chatbot that can answer FAQs within a short amount of time. If there is a question that it cannot answer, the chatbot will create support tickets that can be tracked and will be answered by available customer service agents. 

4. Customer engagement 

Chatbots can engage customers through personalised conversations and keep them notified about new products, promotions, and other marketing initiatives. Chatbots can keep customers interested through different methods of customer engagement, such as sending engaging videos and images related to the products and coming up with quick solutions. 

5. How Chatbot can Improve Customer Service

In the context of customer service, customer service chatbots can provide assistance in the form of personalisation. Chatbots also offer the ability to serve customers 24/7.

In more detail, here is how customer service chatbot can help improve your customer service level:

6. 24/7 support 

Chatbots can provide customer service 24 hours a day, 7 days a week, without the need for your team to be always available. This ensures that customers can get assistance whenever they need it, which can lead to higher levels of customer satisfaction. Chatbots can also automate repetitive tasks such as answering FAQs, providing order status updates, or handling returns and exchanges. This frees up human agents to handle more complex inquiries and tasks, which can improve overall customer service. 

7. Improved response times 

It is very important for brands to be able to respond to customer inquiries quickly, seeing as 78% of customers are more likely to buy products from a brand which responds to their inquiries at a fast pace. With that, chatbots can handle a large volume of customer inquiries at the same time, which makes them highly efficient. They can respond to customers instantly, without any delay or wait time, which saves time and effort for both customers and agents. Chatbots can also quickly provide customers with the information they need, such as order status, shipping details, or product specifications. This can improve response times and help customers get the information they need more quickly.  

8. Personalised assistance 

Chatbots can use customer data to provide personalised assistance and recommendations. The bot can suggest products or services based on a customer's purchase history or browsing behaviour, which can increase customer satisfaction and drive sales. Having a chatbot that can provide personalised assistance would be beneficial as 91% of consumers have stated that they prefer brands that have the ability to offer personalised recommendations

9. Lower costs

Chatbots are a cost-effective alternative to human customer service agents. They require less training, can handle a higher volume of inquiries, and don't require breaks or vacation time. This can lead to significant cost savings for businesses. It is also helpful for human customer service agents as it gives them more time to answer more important questions rather than the basic FAQs that chatbots can easily provide.  

10. Improved customer experience 

Chatbots can provide a seamless and convenient customer experience by allowing customers to interact through their preferred channels and providing instant solutions to their problems. They are capable of this by collecting valuable customer data, such as customer preferences, product feedback, or purchasing behaviour. This data can be used to improve products and services, as well as to inform marketing and sales strategies.

How you can create AI chatbot for customer service

Creating a chatbot has become more accessible due to advancements in technology and the availability of user-friendly tools and platforms. Here's a simplified guide on how to create a chatbot with ease:

1. Define Your Chatbot's Purpose

Start by identifying the specific purpose of your chatbot. Do you want it to provide customer support, answer frequently asked questions, assist with sales, or offer entertainment? Clearly defining your chatbot's role will guide its development.

2. Choose a Platform

Select a chatbot development platform that suits your needs and technical expertise. There are various options available, ranging from code-based frameworks to no-code/low-code platforms.

3. Identify Target Audience and User Scenarios

Understand who your chatbot will interact with and the scenarios it will address. This will help you design conversations that resonate with your target audience and fulfil their needs.

4. Design Conversation Flow

Map out the conversation flow by creating a chatbot script. Define user prompts and responses for various scenarios. Keep the conversation natural and user-centric, and anticipate potential user inputs.

5. Use Natural Language Processing (NLP)

Integrate NLP capabilities into your chatbot to enable it to understand and respond to user input in a more human-like manner. NLP helps the chatbot interpret context, user intent, and variations in language.

6. Create Content and Responses

Craft engaging and informative responses for the chatbot. Ensure that the responses are concise, accurate, and aligned with your brand's tone and style.

7. Integrate Chatbot with Channels

Connect your chatbot with the platforms or channels where it will interact with users. This could include your website, messaging apps (Facebook Messenger, WhatsApp), or other communication platforms.

8. Test the Chatbot

Test your chatbot thoroughly to identify any bugs, inconsistencies, or issues in the conversation flow. Simulate different user scenarios to ensure the chatbot responds correctly.

9. Refine and Improve

Based on user feedback and testing, refine the chatbot's responses and conversation flow. Continuously improve the chatbot's performance by analysing user interactions and making adjustments.

10. Launch and Monitor

Once you're satisfied with the chatbot's performance, launch it to your audience. Monitor its interactions and collect data on user engagement, success rates, and user satisfaction.

11. Iterate and Update

Regularly update and iterate on your chatbot. As you gain more insights from user interactions, you can make informed improvements to enhance the chatbot's effectiveness and user experience.

12. Provide Human Support

Human intervention is still necessary in several scenarios such as scenarios involving complex requests and/or inquiry. Make sure you have a mechanism in place to seamlessly transfer users to human agents when needed.

Creating a chatbot with ease involves leveraging user-friendly tools, designing a logical conversation flow, and ensuring that the chatbot aligns with your business goals and customer needs. Remember that creating a successful chatbot is an ongoing process that involves refinement, learning, and adaptation based on user feedback and changing requirements.

Engage better with your customers through conversation platforms 

As seen, chatbots have been beneficial to modern marketing and customer service strategies. They provide a cost-effective and efficient way to engage with customers, provide personalised assistance, and improve the overall customer experience. Through better customer engagement, you can attract more leads and increase your marketing ROI.

We help brands and businesses to automate, design, and personalise unique content as well as conversations on messaging applications such as WhatsApp, Line and more with our chatbot builder to promote your array of products and services.

Wish to implement or learn more about chatbots for marketers and customer service? Contact us for any queries today.

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