I work at ValueFirst Digital Media Private Ltd. I am a Product Marketer in the Surbo Team. Surbo is Chatbot Generator Platform owned by Value First. ...
Full BioI work at ValueFirst Digital Media Private Ltd. I am a Product Marketer in the Surbo Team. Surbo is Chatbot Generator Platform owned by Value First.
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How you can use chatbots for Customer Service
The social media platforms seem to have caught up the
imagination of most of the leading brands as a marketing strategy. However, al
social media platforms can act as double-edged swords with both the positive
and negative reviews attracting large viewership. In such situations brands
actively pursuing digital marketing strategy need to respond quickly to any
dissatisfied customer or negative review. Of all the available media, Twitter
tends to outscore other platforms in terms of addressing customer grievances.
To expedite this process and reduce the response time, Twitter is now giving
the option of chatbots as an interface to give quick early responses.
According to www.enterpreneur.com, the chatbots can
initially generate some automated customer service oriented messages bypassing
the initial human interface. Subsequently these chatbots can filter those
customers who need a live chat session with a representative of the company. Some
of the leading brands like AirBnB and Tesco are utilizing the chatbot services
to generate some relevant automated responses. However, one needs to use such
platforms with due diligence in an era of consumer empowerment.
Quick response time is one of the biggest advantages of a
chatbot platforms and it could go a long way in increasing customer
satisfaction and assuaging their immediate anger or frustration. This could
help brands generate goodwill and improved brand image. Additionally such
automated response will also give a busy brand professional some breathing
space to respond to a customer complaint or inquiry.
Chatbots are not
Panacea for all
In the initial stages of this technology the brands need to
have a cautious approach and as a matter of fact they can not be considered as
a panacea for all. The reason is that these chatbots have less than 100 percent
accuracy (ranging around 85%) at best and may fall short our expectations in
the real world situation. Certain technically demanding or high risk brands may
not be yet ready to take a risk of an inaccurate automated reply. Client facing
B2C companies may be better positioned to use such a platform. However, more
serious business involving B2B company with have to go slow on this new
technology. The finances involved in giving shape to such a platform for B2B
company with uncertain results may not justify the expenses in the early stage
of this technology. Last but not the least we can not entirely do away with human
interaction specially in some sensitive businesses.
Application of
chatbot technology by brands needs a close follow up
Since the chatbot platform is dealing with an automated
process with little room for emotions and human touch, the companies using this
technology need to assess the customer response closely. The AI driven platform
may completely miss out an emotionally charged customer and may end up giving
more frustration or anger. Hence the companies opting for such a system must
invest some time initially in analyzing and building algorithms and also monitoring
the customer response to such an interface before a wider usage of the chat bot
platform.
Go Simple in the
beginning
It is always a great idea to start with simple tasks, which
can be automated safely for such a platform. Like a chatbot may assist to
reschedule an appointment or date of delivery of a product or say help in
assisting a change of billing or shipping address. Since this platform is based
on Artificial intelligence there is scope for a better customer interface and
companies looking at providing a more satisfying customer tutorials can use
these platforms better.
Most of the bigger social media platform like twitter or
Facebook messenger are opting for chatbot platforms to improve their customer
interface. However smaller brands and business need to closely study the pros
and cons and the applicability to their individual businesses before taking the
final plunge to use this technology. All said and done this is the future and
with advancement and refinements the chatbots may find a wider user base.