Chatbots can be used anywhere there is a communication between brand and customers. Wherever the brand wants to provide its users with a direct one-to-one interaction channel.

In this article, we will cover the top ways to use chatbot in different Business Functions:

  • Marketing
    • Lead Generation
    • Engagement
    • Reactivation
  • Sales
  • Support

Also, if you are new to Chatbot world please refer to these articles first: What is Chat Marketing? and Why everyone is using Chat and Chatbots?

Marketing

People want to talk as explained very aptly in this video by Facebook. Brand’s website, ads, forms, landing pages are static and never talk back to the customer.

Imagine the impact, if marketing could be as personalized as one-to-one sales. Marketing is never personalized. The current state of marketing can only achieve segment level personalization and segmentation is not personalization. Personalization is the optimizing of experiences and messages to individuals themselves – not the group they belong to. Making marketing personalized seems ideal, but how this can be achieved at a scale of usual marketing traffic, in a cost-effective manner?

Obviously, the answer is Chatbots. First, chat opens up a direct one-to-one communication channel between individual customer and brand. Second, chatbots have the capability to understand individual needs and adapt accordingly in a cost-effective manner. Know more about this here.

Chatbots can make Marketing as personalized as one-to-one sales.

Abhishek Gupta, Morph.ai

Chatbots are the best medium to spread awareness by educating customers which results in customer acquisitions. We have been in this domain from 2016 and have seen the – two-way and personalized nature of Chatbots – improving the top three inefficiencies of marketing.

Lead Generation

Using chatbots for lead generation works by directly landing your traffic on your chatbot:
– The chatbot greets the customer.
– Helps them by answering their queries and providing information about your brand while in between collecting required information to qualify them as a lead.
– Once the qualification is done the bot can either pass the lead to your sales agents or do the sales in place.

Here are some of the example chatbots for lead generation:

Gym: Lead Generation
Ads To Chat: SaaS
SMS to Chat Landing Page: FinTech (Angel Broking)
Social Comment to Chat: Consumer Products (Havells)
Ads To Chat: Real Estate (99 Acres)
Google Search To Chat: Banking (Yes Bank)
Link to Chat: Retail (InOrbit Mall)
Email to Chat: Banking (HSBC)

Engagement

The best way to keep leads interested is to engage with them. With chatbots, brands can do Engagement Marketing by the use of strategic, resourceful content to engage people and create meaningful interactions over time.

“Chatbots results in up to 70-98% open rates and 30-55% CTR.

Here are some of the example chatbots for Engagement:

Fan Engagement: Premier Badminton League
Sex Education: Durex
Entertainment: Youtube Subscription
Assistant: Personal Care
Fan Engagement: Soccer Club
Education: Online Courses
Entertainment: Movie Promotion

Reactivation

Reactivation (or re-engagement) is a technique used by marketers to reach out to those people who have previously expressed interest, purchased, or otherwise engaged with their company but have since gone dark or disengaged. The goal is to encourage them to become active again.

On average, 20–25% of all your clients have lapsed customers. It’s an important percentage, and you should take action to re-engage them. A Marketing metrics study revealed that the probability of selling to an existing customer is 60–70% while the probability of selling to a new customer is only 5–20%.

It is 3 to 10 times less expensive to renew or re-engage customers than acquiring new ones.

Traditionally, the most common (although not used enough, in my opinion) method for reactivation is via email. But chatbots can easily outperform emails. Here is an example reactivation campaign example:


Sales

Sales is all about interacting with customers to convert and onboard them. Doing sales mostly involves understanding customer requirements and questions to provide them confidence in their purchase. Chatbots can help sales get better ROI because of the following:

1. Be Where Users Are

Your users are already using messaging apps. But in a normal sales cycle, your sales agents contact prospects on either email or phone call. People are already suffering from Email Fatigue and phone calls are too intrusive.

The great advantage of chat compared to other means, such as social network, is that the users are spending most of their time online on messenger applications. They spend 91% of their online time on messaging. So it is important for your sales agent to interact with prospects on their preferred channel.

2. Accessible Anytime

51 percent of people say a business should be available 24/7. Whether you are already an international brand with customers all over the world or a local brand who is ready for global business, chatbots can solve your customer care problems in multiple languages and 24/7, 365 days a year.

3. Instant Response

Instant answers have a tremendous impact on your client’s satisfaction and willingness to buy.

Mostly the Marketing-Sales funnels look like:

  • Attract: Traffic come on the website or any other asset.
  • Capture: Some of them fill forms to make themselves lead.
  • Qualify: Based on their input they are either qualified or disqualified.
  • Engage: Qualified leads are passed to the sales team. Usually, the leads receive one automated email from the sales team. After that, the sales team either send them a personalized email or give them a phone call. This usually results in 1-2 business day delay.

Research shows that responding to a new lead within five minutes of when they first reach out is crucial. Respond any later than that, and there’s a 10x decrease in your odds of actually getting in touch with that lead. After 10 minutes, there’s a 400% decrease in your odds of qualifying that lead. In fact, according to a Salesforce report, 64% of consumers and 80% of business buyers expect to interact with your brand immediately.

Chatbot by default completely eliminates this problem. They provide instant response to customer queries which results in the customer not leaving your website, hence increasing conversions.

4. Most Effective Follow Ups

This point can be summarized into – Chatbots results in up to 70-98% open rates and 30-55% CTR. Find more about this here.

Even a poorly made Chatbot can give 2x – 5x benefits compared to other nurturing channels like Emails/SMS.

5. Collect Lead Scoring Data

A chatbot can ask users basic questions that can be used for lead scoring, such as company size, industry sector, and so on. Chatbots are great to track consumer behaviors and purchasing patterns by monitoring user data. All this analysis can make your lead scoring more reliable to auto qualify leads.

6. Connect Prospects to Sales Reps

The chatbot can show users a calendar and even schedule a call with a sales rep — this appointment would then appear automatically in the sales reps calendar, along with important lead scoring data. The chatbot can also connect a prospect to a sales rep in real time, allowing them to interact directly in the chat window or arranging for a phone call right away.

7. Cost Effective

By allowing chatbots to connect leads to sales reps, only leads who meet certain criteria are elevated. This streamlines the sales cycle and reduces a large amount of admin for your sales team. Also, chat inherently has multi-tasking characteristics. Its really easy for a sales representative to chat with multiple customers simultaneously, while this is not at possible on phone calls.

8. Make Smart Product Recommendations

Chatbots are adaptable. They can interact differently depending on what interests a user. Offering recommendations based on user behavior makes the experience much more individualized.

Here are some of the example sales chatbots:

Event: Ticket Selling (GMASA)
FinTech: Buying Insurance (SunLife)
E-commerce: Placing Orders
Entertainment: Movie Tickets (BookMyShow)

Support

The core of support is interacting with your customer when they need help. Chatbots can help drastically improve your support experience because of:

1. Available 24X7

Chatbots can solve your customer care problems in multiple languages and 24/7, 365 days a year. This feature helps organizations to handle more task and save time to answer FAQ’s about product and service and no customer has to wait.

2. People Prefer Chatbots

In fact, 53% of consumers say they would prefer to use online chat before calling a company for customer support. Among millennials, this figure is even higher.

3. No Wait Time

Customers simply do not like to wait for help — any wait time can lead to frustration and potentially churn. But staffing costs do not justify keeping a large enough live team at all hours to guarantee that they get help immediately. Chatbots can be the first point of contact, reduce customer frustration, and fill in for agents when needed.

4. Satisfied Customers

69% of consumers prefer chatbots for quick communication with brands according to this. Chatbots will remember a customer’s answers and tailor their responses. In doing so they create a personal level of service that closely mirrors human interaction. This improves the overall customer experience and makes them more satisfied with your brand experience.

5. Very Cost Effective

Chatbots can help businesses save on customer service costs by speeding up response times, freeing up agents for more challenging work, and answering up to 80% of routine questions.

Here are some of the example support chatbots:

FinTech: Insurance Customer Support (HealthCareIL)
Telecom: Customer Support

Morph.ai allows businesses to have personalized conversations with their customers. Generate more leads with Morph.ai’s chat solutions by increasing Lead Quality & reducing Drop-Offs. Morph.ai provides ready-to-use chatbots for Marketing, Sales & Support departments. Request a demo with us today to try out the magic.

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Via: https://blog.morph.ai/what-are-different-ways-to-use-chat-chatbots-in-marketing-sales-support/