Creating an Effective Case for Establishing a Chatbot Enterprise
Sometimes as an analyst, I might have to inform a customer service team that it's not unexpected for their well-implemented chatbot not to decrease their customer service calls. In fact, it's questionable whether they'll ever reap the investment's return their superiors expected.
The twist here is that, surprisingly, that bot might be more beneficial to the brand than the cost savings achieved through increased customer service automation. However, the problem remains that, in their business plan, they focused on the wrong key performance indicator (KPI).
So, why is “the wrong KPI” a concern? Aren't bots meant to cut expenses?
Although there's some overlap, individuals seeking chat support are not necessarily the ones reaching out via phone calls. For instance, a visitor on your website. If they can't locate the answer to their query, they might give the chatbot a try, but they're unlikely to dig around for the phone number. That prospect could switch to a competitor's site, costing you a potential sale or deal without your knowledge.
However, if that chatbot skillfully entices a prospect leading to a purchase, it demonstrates significant value to the brand. Just keep in mind that the chatbot will not soak up customer support calls.
Yes, there's value in diversifying the customer support channels.
For those who have already implemented chat and are trying to boost its usage, implement strategies encouraging callers to transition to chats. This can be as straightforward as offering a chat link to those waiting on hold for a voice agent via the IVR. If you decide to do so, ensure that your digital support is of the same high caliber as that provided via phone. If your analytics show that a significant portion of them return for a call within minutes, you're likely to have pulled off a major customer service stumble. Mastering chat is quite challenging, but converting loyal callers to digital widens the scope of interactions that your new (well-designed) chatbot can manage.
What if I'm still crafting the chatbot’s business case?
In that case, if you haven't committed to your leadership that your chatbot will decrease customer service calls, excellent!
To create an effective business case, conduct an analysis of your website or mobile application users using tools such as journey mapping, customer insights, trust-building measures, and customer analytics:
- Where (and why) do they face obstacles? Where are their pain points?
- Which elements cannot they locate on your site or mobile app?
- What information do customers need to move forward?
- Which questions aren't you addressing throughout the customer journey in your digital touchpoints?
With these insights, you can recognize what your potential chatbot will accomplish—e.g., generate more sales, streamline payments, or manage other tasks. It's possible that your customer support site has weaknesses, with individuals reaching out to customer service after failing there. However, validate this assumption instead of building your business case around it.
Consider whether a voicebot might be a better option.
If your domain is customer service and you are aiming to reduce contact center costs, investigate an advanced voicebot that handles more calls. A modern voicebot will also reduce call durations by ensuring that all calls are escalated to the best available agent, armed with the necessary customer information to solve their issue swiftly.
Many brands initially opt for chatbots, assuming they are more straightforward to deploy and offer a better user experience. However, if your goal is to minimize customer service calls, deploy your bot on the phone. Every call that the bot manages is a call that wouldn't require an agent.
If you opt for a voicebot, consider an omnichannel strategy, meaning you should select a vendor that provides both digital and voice services. This way, when you deploy your chatbot, you'll ensure consistent customer experiences and leverage your workflow and integration work across all interactions, saving development time.
This post was written by Principal Analyst Max Ball and originally appeared here.
The initial focus on reducing customer service calls as a key performance indicator might overlook the potential value a chatbot can bring in enticing prospects to make purchases. Innovative enterprises in the tech sector should consider adopting a broader approach, analyzing their customer journey using tools like journey mapping, customer insights, and trust-building measures, to identify the true potential of their chatbot or voicebot.
By focusing on various touchpoints that customers interact with, businesses can identify and address pain points, improve access to important information, and ultimately, improve their chatbot or voicebot's capabilities, leading to better customer satisfaction and potential cost savings.
