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Chatbots; The New Standard of Customer Service

April 16, 2018

If you conduct online research before buying, like 81% of other shoppers, chances are that you’ve come across a chatbot.

 

These are characteristic of a corner pop-up and notification from “Eric” or “Sidney” who are “Super excited to help you find (product fit).”

 

Today, speaking to chatbots have become the norm! Consumers want to hear from your company representatives. They want to talk to you, ask you questions. They’re expecting answers, and they’re expecting them right now. Think of the last time you were in a store but quickly left after not being greeted, or not being able to find a rep.

 

For some companies, having the staff on hand to respond to consumers questions, concerns and comments is not only daunting but also expensive. And that is where our ever friendly and technologically advanced chatbot comes in!

 

 

But adding a chatbot to your website isn’t as easy as pushing a button.

 

1. Create the structure and content for your Chatbot.

Chatbots need to be programmed with the answers to questions prospective customers have. This means really knowing and understanding your potential customer’s needs, frequently asked questions, customer feedback, upcoming changes to the product, company information, etc. This is not an easy task!

 

Re:word Communications is a messaging firm that Media Rez Studios does a lot of work with. We asked chief copywriter Dan Yurman to break down the elements of well-written chatbot copy, given the amount of experience he has with using and developing them.

 

 “We create sales funnel buckets on a white board and fill them with every single question we can possibly think of.” Says Yurman. “Then we take all those questions and subcategorize them by product or service. Once we have all our questions, we answer them all as succinctly as we can.”

 

Yurman stresses this approach for phase 1 of the chatbot creation process because the goal here is volume. “The last thing you want for your chatbot is a question without an answer. And just like the old ‘there are no stupid questions’ mantra, this is 100x truer here because the asker is probably by him or herself, so there’s no threat of negativity to asking the question. To them, it’s not stupid, which is why it needs to be addressed.”

 

If you’re doing your own chatbot research, it is recommended that you bring in a group of regular users and let them ask you questions about your product. They’ll ask things you’d never think of and spark other questions. If you cannot bring in your product users, reach out to them on social media. We are sure you will receive a surplus of questions in your inbox from your followers.

 

By the time you’re done, you should have covered almost everything leaving pages and pages of questions and answers.  This will put you in great shape for the start of your chatbot.

 

 

2. Give your Chatbot a personality.

Remember, when your Chatbot is launched, it will have a name and face. It will be a manifestation of your brand’s personality.

 

Although 99.9% of your website visitors know that your Chatbot is in fact a robot, it doesn’t need to sound like one. When you start writing out the answers to your questions, write the answers as if your talking to a friend looking for advice.

 

If your website is irreverent and playful, but your chatbot copy is stiff and boring, users will kick you to the curb. Consumers want to feel that they are talking to a person, not an item of technology. It’s important to make this engagement as easy, seamless and fun as possible. That means that all old school robotic sounds and answers need to be left behind.

 

A few recommendations in this regard:

•  match sarcasm with sarcasm: people will fling some less-than-serious questions your chatbot’s way.     Be ready with less-than-serious answers. For inspiration, check out this amazing Pinterest board.

•  don’t be afraid to get testy: most people are aware they’re speaking to a robot, and they’re much       

   more forgiving of a little attitude. Everyone loved HAL, Marvin and K2SO.

•  reward best-case customers: if you’re a bank and someone asks you how to invest a recent influx of     cash, congratulate them for being Mr. or Ms. Money Bags. If you’re an airline and someone is looking     to book a flight to Japan, offer some advice of what to do and where to go.

•  remember, you’re chatting, not selling: write your copy like you’d talk. This is the most important       

   aspect of chatbot writing, and it’s surprisingly difficult to do. Read your chatbot back to yourself         

   aloud. If it sounds stiff and impersonal, it probably is.

 

3. Don’t forget to follow-up

Even though customers realize that they’re dealing with a robot, they have little patience when they don’t get the answer that they’re expecting.

 

Make sure that when answers are provided, the chatbot asks “Is there anything more that I can elaborate on?” or “if you didn’t find the exact answer you’re looking for (email) or (call).”

 

Keep in mind that users who engage with chatbots are usually in a “in-time-of-need” situation, looking for a specific answer to a specific question, and will have little patience if they don’t get what they’re looking for in 10-seconds.

 

Making sure there is another option to get the information will ensure that your company is top-of-mind and competitive when they begin converting and buying the solution you’re providing.

 

Let’s get your bot going.

Now that you know how three simple tips to set-up a successful bot, you can implement this strategy on your website or even Facebook Messenger! While the beginning phases of creating one may be long and tiring, chatbots have the potential to cut customer service costs and build your customer loyalty.

 

So get a jump start before your competition to use a chatbot and see for yourself all the benefits that it can bring, all we ask is that you start with a well thought out strategy.

 

If your interested in learning more, or want to start creating more of a digital presence online, contact us for a free consultation and let’s get you started.

 

 

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