Posts

Data-driven business insights allow you to make strategic business decisions that could give you a distinct competitive advantage. You can glean a surprising amount of strategic business insights from conversational AI chatbots.

An example of a strategic business insight might be that customers often say a competitor’s product is of higher quality. You could obtain these insights from social media, reviews, and even direct contact with customers. But that’s a ton of work. 

AI (or artificial intelligence), using machine learning (ML) and natural language processing (NLP), can help you collect data and show you trends like above, saving time and money. All you have to do is review the insights and develop an action plan to address the opportunity you’ve identified. 

Don’t forget: insights don’t all have to be actionable to have value. Sometimes insights can confirm your theories. Data collected from a chatbot can also give you critical feedback on whether your strategies are working. 

How Do Chatbots Lead to Strategic Business Insights? 

Chatbots collect considerable data through their conversations with your customers. You can mine this data to find out: 

  • what questions your customers ask, 
  • what suggestions they have, 
  • what they want from your products, 
  • and what issues they have most frequently.
Photo by Austin Distel on Unsplash

Let’s look at a simple example. If a restaurant chain has a chatbot, and customers are frequently asking about gluten-free, vegetarian, or vegan options, it could be lucrative for the brand to start adding items to their menu in these categories. Chatbot data can reveal potential future business avenues your team may not have determined on their own.

How Chatbots Help Your Customer Service Strategy

Chatbot data can show you trends in customer issues, from when they’re most likely to occur to the most common complaints, as well as the cause of problems. You can also collect data on customer intent when they are interacting with the bot. You’ll understand at what point during the conversation is the customer getting more or less annoyed or angry. You can then tweak your process to direct those customers to a human representative, and you can look at adjusting your chatbot’s responses to serve customers better.

Even simple interactions with your chatbot can reveal trends about your customers. If your chatbot regularly gets the question: “what location is closest to me?” it might be worth surveying customers for postal codes. Maybe there’s an opportunity for expanding your business to a location you hadn’t thought of previously.

As a bonus, chatbots can also improve your employee experience because they can quickly answer straightforward questions like “when are you open?” This gives your customer service reps more time to deal with more complex questions or problems. It also eliminates repetitive work that can frustrate employees. 

How Chatbots Can Help Your Marketing Strategy

Chatbots are a perfect complement to an inbound marketing strategy. Your content gets people interested and builds trust, while the chatbot is the first friendly and immediately available point of contact. Your chatbot can also provide further information about the items your customers are looking at and can collect their contact details if they’d like to speak to someone. Chatbots could even book appointments with human staff members. 

Chatbot data can show you what information your marketing content is missing by offering you the most frequently asked questions. You can also find out what frustrates your customers and causes them to leave a chatbot conversation without purchasing a product or resolving an issue. Trends identified can lead to a strategy to reach out to these customers with a special offer or discount to get them back as customers. 

How Chatbots Can Help Improve Your Sales Procedures

Chatbots can also lend a hand to your sales department. Similar to your marketing strategies and customer service, chatbots can help save time for your sales team as well. Strategically designed chatbots, especially when integrated with a CRM, could collect contact information and pre-qualify leads for your team to contact. 

A chatbot can also collect the data your CRM needs and fill in the details after a conversation. Think about the time your sales team could save if the first discovery call was effectively completed by a chatbot asking the right questions. Suddenly, your sales strategy can be more tailored to the prospect in question when the first in-person call is made. 

Strategic Business Insights
Photo by Green Chameleon on Unsplash

Depending on the industry you are in, you might have a chatbot that assists customers in making purchases online. The data collected can help you to change up your sales pages, forms and overall layout to make the experience better for customers. You’ll know from a chatbot when people ask questions, get confused and need assistance. The data from sales bots will help teams and leaders develop the next generation of even more intuitive online shopping experiences. 

Get Strategic Business Insights from Conversational AI

If you have an online business where customers can contact you via your website, on a messenger app or even through a call centre, you will benefit from integrating conversational AI into your business model. The insights gathered from the wealth of data collected are priceless. And as the chatbot continues to improve, the detailed and nuanced data being gathered will continue to direct your strategies in the years to come.

Curious about how you could tap into critical metrics and data analysis in an easy-to-use chatbot dashboard? Book a quick call with one of our consultants today!

The key to making a sustainable profit is to properly position businesses for the future. In addition, digital marketing agencies need to stay on the cusp of new trends in order to differentiate themselves in a super-competitive market. Here’s a closer look at some 2021 digital marketing trends that need to be on offer in your agency in order to stand head and shoulders above the rest of the pack.

2021 Digital Marketing Trends to Keep an Eye on

  1. Mobile Users 

There is a stable growth of purchases made from a mobile device. In the last seven years, mobile traffic is up 222%! Websites need to be optimized for mobile search and improved loading time. Readability for blogs and video needs to be a priority when the user is tuning in from their smartphone. Apps to better access information or services from a company are also important. It takes effort for a consumer to get out their laptop or sit down at a desktop, but their mobile phone is always with them, making it frictionless.

  1. Messengers 

Messenger apps have become a preferred form of communication by the majority of customers. Messages sent through this platform have a higher click-through rate than those using other forms of communication. The integration of messengers into businesses provides huge opportunities to brands, such as data collection, calls-to-action, and answering FAQs.

Photo by mali maeder from Pexels
  1. Augmented Reality 

Augmented reality (or AR) is being used to enhance the customer experience. Through AR, customers can try out different products and services wherever they are. AR is similar to virtual reality (VR) but is much more affordable for average businesses to implement. In 2021 it is predicted that more than 70% of companies will use some form of immersive technology.

  1. Voice Search Optimization 

The popularity of using voice to search is growing. In 2020, 55% of search queries were conducted by voice. Optimizing the strategies you offer customers to include voice search engine optimization (SEO) will ensure they expand their reach. Communicating to clients the importance of building a brand is going to become paramount. Because instead of a customer asking Alexa for “toothpaste,” you want them to ask for “Colgate.” Voice commands are now coming not only through smart speakers but also through vehicles and other home devices, so make sure this is part of your package offerings in 2021 to keep your clients ahead of the eight ball. 

Photo by Vlada Karpovich from Pexels
  1. Live Broadcasts 

Live broadcasts are vastly more popular than recorded video on any social media platform. Users love to feel like they can interact with a brand or influencer, and tuning in live makes it a more realistic experience. Live videos can be an excellent marketing and branding tool, because they are also promoted by platforms, increasing your clients’ reach without any input from you. Big brands should jump on the live video trend and its free added reach in order to show the value of what they do, demo products, show testimonials, how-tos, etc. It even extends the time-on-page metric that Google uses to rank results, meaning it’s also good for SEO and one of our top 2021 digital marketing trends.

  1. Conversational AI 

Conversational AI can do amazing things for your digital marketing. For example, it can gather insights on purchasing patterns, analyze the interactions with customers, and identify key areas for improvement in branding, customer service or communication. Conversational AI-powered chatbots can be an integral part of a marketing campaign through targeted messages, coupons, and other offers that are strategically tracked.

2021 digital marketing trends
Photo by Serpstat from Pexels

Conversational AI can also help brands understand their customers, and provide the one-on-one personalized touch of conversing via language. 

If you are interested in finding out how conversational AI can up your digital marketing game, reach out to a chatbot consultant now to discuss partnership options.