AI-powered chatbots and virtual assistants have been getting some more airtime due to a recent faux pas with DPD and their chatbot. You can read about this here. I had never really thought about them too much as I haven’t had the need to use them, but after going down a rabbit hole on social media with DPD it led me to digging deeper and speaking to others who do use these for their organisations, and I have seen how they can improve engagement.

I think regardless of whether you have thought about an AI-powered chatbot or not, you will likely have used one. We are in a digital era which is combined by how we judge services and companies based on our interactions. AI-powered chatbots have become the face of so many companies, playing a pivotal role in engagement strategies with many people I spoke to who told me that they would not go back. If you still do not know what I mean, and you have not yet read the DPD article, AI Chatbots are the things you see on most websites where you can ask it a question and it gives you an answer.

Let’s dive deeper into how they can improve engagement for you and your organisation.

Instant Support and Availability

This has to be the biggest benefit. Gone are the days of customers being able to contact your company during your normal opening hours, the inability to man phones round the clock or having frustrated customers due to long waiting times. They also meet the modern-day human who want convenience and efficiency. Chatbots and AI virtual assistants allow customers to ask questions and get answers at any point in the day (or night). Business owners I spoke to said that they have seen increased customer numbers due to customers being able to get answers they need and signing up, better customer satisfaction (supported and valued) and savings from not having to have staff available to answer the phone. I know from my own experiences of using services, the companies with chatbots that I find effective I have more loyalty to and a better customer relationship.

Multitasking

Unlike humans, AI chatbots/virtual assistants are able to respond to multiple requests from different customers at the same time which reduces long waiting times on the phone/poor customer satisfaction. In larger organisations where they are likely to receive high volumes of calls, this would be advantageous.

Upscaling and Cost Savings

As discussed above, AI-powered chatbots have the ability to be a cost-effective alternative to traditional customer support methods. Unlike humans, chatbots do not require breaks, annual leave etc. Using a chatbot can allow your organisation to deploy staff more strategically within the business where technology/AI is not yet developed or implemented.

Chatbots may be expensive to implement when initially introduced to the organisation, but the long-term savings soon outweigh this cost, especially as businesses scale up, implement more technology/AI.

Consistency and Customised Experience

Due to the chatbots being based off data and algorithms, they are more consistent with their approaches and responses. As AI are learning machines, they will utilise the data they have and learn from one interaction to another, allowing them to get smarter and more efficient. AI is also able to learn behaviour and preferences, so with chatbots and assistants where a log in is required, they can remember historic conversations and information. This consistency can help build trust with customers, enhance engagement and ensure the company is giving reliable responses, based on the brand.

AI models can be customised to the sector the organisation works within and/or the part of the business that needs to engage with customers. For example, in healthcare it could help book appointments or provide health information. In social care, it could provide information on disabilities, remind people to take their medication, act as a companion and help signpost people to community services. In hospitality it can enhance the check in / checking out process, allow customers to book a room, provide price information, translate information and much more.

Enhanced Accessibility

Remember the days when you had to write to an organisation and how much easier it was when telephone numbers became the norm. It sped up our queries and the ability to make contact. Chatbots are the next generation, where making contact with your customers is easier and quicker. Organisational chatbots are available across a range of devices, including mobile phones, tablets, laptops etc, meaning that customers can choose the device that aligns with their business need/personal preference to communicate.

Marketing

Chatbots are just designed to communicate when they are engaged with. Omni-channel marketing is where data can be integrated throughout the channels that the organisation uses to personalise promotions, promote products and target messages to potential customers. This approach unifies key messages and provides a consistent brand experience.

Positive Customer Journeys

As AI links behind the scenes based on the data threads, customers are able to seamlessly move through the different touchpoints, for example from the initial enquiry to purchase or from raising an issue to resolution. Think about when you have used a chatbot on a website, and how it can be for one thing that leads to another, or perhaps provides you with a link to another service they offer. This approach enhances engagement and loyalty to the organisation.

Data

Do not be fooled in thinking chatbots just answer people’s questions. In the background they are harnessing data about your customers and likely more than you would have believe. This data allows you to make informed decisions based on customers preferences, behaviours and needs. In my own organisation, we are able to capture the types of questions being asked, to then update our FAQ page and write blogs to further inform people.

Predictions

AI algorithms are able to prefer user behaviour by analysing the data it already has. This allows it to proactively suggest solutions and products before the customer expresses them. This could help to sell products/services but also increase customer satisfaction.

 Final Thoughts

There are many benefits to an AI-powered chatbot/virtual assistant, many included above, but many others. It is important that you do your homework before implementing one into your business as there are challenges which should be considered such as privacy and integration which we have not explored. Done right, you can improve your customer experience, increase brand consistency and use the data to drive business decisions.