Chatbots - should we believe the hype?
Probably, yes. If you’re responsible for a contact centre and find your advisors listlessly answering the same, simple, non-specific questions every day then read on – a chat bot is likely to have a big impact on the efficiency of your operation.
‘In 2015, Swedbank achieved a 78% first contact resolution rate using a text based assistant which resulted in a 60% deflection from live assistance’ (issuu.com)
Let’s flip the perspective for a moment and think about things from the customer’s point of view. How many times have you sifted through pages and pages of FAQs, got bored, and thought ‘Nope, I’ll just call them’? How would it be if you could just type your question and get the answer straight away? Pretty nice, huh? Chatbots aren’t infallible but it’s not the technology that could trip up your bot – that side of things is straightforward – it’s the effectiveness of the content. Let’s dig a bit deeper.
What is a chatbot?
Think of a chatbot as the guardian of your FAQs and knowledgebase. It has access to all non-specific information any customer could possibly want and can deliver it to that customer instantly.
No need for any agent interaction, no need for customers to wait on hold for twenty minutes to get an answer and no lost business. That’s right - aside from improved efficiency generally, 53% of people are actually more likely to shop with a business they can message online. (Sproutsocial.com).
Just like advisors, chatbots evolve too. They might start life on your website and be set up to deal with your 30 most frequently asked questions. Within the first month of use a couple of trickier questions get asked and, at the same time, you get 5000 new ‘likes’ on Facebook.
You decide to add new questions and answers to your bot’s database and launch it in Facebook Messenger too. Then WhatsApp. Then you launch a new product and add FAQs about that as well. It’s easy to get all kinds of data relating to your bot’s performance and every reincarnation reduces the number of calls to your contact centre. This frees up your agents to deal with specific, more complex questions from customers.
So should I get one?
If your advisors are mostly occupied with intricate, customer specific questions then a chatbot probably isn’t going to be for you. However, if you’re inundated with calls from people asking questions they could easily have found the answer to online then yes, it’s definitely worth exploring the option of a chatbot. The technology is only one part of the set up and, isn’t difficult or necessarily time consuming to get in place. The crucial element is making sure you get the content right.
In such a distracted world it’s time to ditch the corporate waffle and formal tone and really engage your customers by writing in a clear, informal and friendly way that they’ll find effective and refreshing.
Forget paragraphs of text - use white space, bullets, short sentences - and make your communication to the point and succinct.
A chatbot is only as good as the content powering it.