Chatbots have become all the rage to streamline operations and communication without bogging down the customer service team. However, nothing can replace the personal touch of human conversation, so chatbots aren’t the answer to your marketing strategy.
Types of Chatbots
There are two main types of chatbots that businesses use: rule-based and artificial intelligence. A great example of a rule-based chatbot is when you message a business page on Facebook and have the option to click a button to send a response. These bots quickly answer common questions while letting the consumer lead the conversation.
AI chatbots use natural language processing technology to understand the consumer’s issue and solve it without human intervention. That means AI bots can handle more abstract questions rather than generate responses from a list.
The Pros of Chatbots
Quick customer service
Chatbots are available 24/7, so customers can get quick answers after hours. Since chatbots can be programmed to answer several basic questions, they can free up your support team to handle more serious issues.
Conversational marketing
People prefer human interaction, but having a conversational bot is the second best option. Chatbots allow customers to engage with your website without requiring a person on the other end of the line.
The Cons of Chatbots
While chatbots can help on the ground floor of procuring a lead on your website, there are several reasons why they aren’t the end-all, be-all solution to effective digital marketing.
Chatbots can’t understand natural language.
While AI bots have come a long way, there’s still no match for the natural flow of human conversation. If you use slang, sarcasm, or make a mistake, a chatbot can’t adjust accordingly and can get thrown off course.
Chatbots can’t connect on a personal level.
A chatbot can’t form a personal connection, but when it comes to customer service, that’s often the first step to success. If a person struggles with an issue and a chatbot sends a basic, unrelated answer, it can cause frustration. Humans want to be met with empathy in hard times (even if that hard time is finding the hours of operation.)
Chatbots can cause misunderstandings.
No matter how many questions or situations you pre-load to your chatbot system, there will always be something that comes out of left field. When that happens, and a chatbot can’t provide an adequate solution, it can result in an unsatisfying experience for the user and more complications on the back end for your customer service team.
People prefer human interaction.
We can’t say it enough—when it comes to customer service, people prefer people! Direct human interaction gives your client base comfort in knowing that their problems are addressed by a person who understands their needs.
Nothing can replace a real conversation, no matter how advanced a chatbot system becomes. People can adapt and adjust based on the target audience’s needs, providing real solutions to real problems.
What’s the Solution?
It’s clear that chatbots are here to stay, so where’s the middle ground? When creating a digital marketing plan to use chatbots effectively, the best solution is to work with experts. When you have a team of real people on your side, your marketing efforts can pivot just as quickly as your audience’s interests.
Chatbots can effectively maintain communication with your audience and provide a gateway into direct services with your team. If you want to gauge the effectiveness of your current chatbot system or are just looking to get started, the team at Neon Canvas can help you find the best option for your business needs. Get in touch today to learn more about managing an effective marketing strategy!