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Conversational marketing and artificial intelligence: how chatbots help companies

3 May 2023

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SUMMARY

Chatbots and conversational marketing: how to improve customer engagement More and more companies are adopting chatbots, now a leading tool inconversational marketing that enables individual organizations to engage in a structured way with their customers in an automated and personalized manner. The use of the artificial intelligence is one of the big trends of 2023, and the adoption of chatbots provides a number of benefits in consumer loyalty and increased sales. Chatbots enable simplified and improved engagement capabilities, adopting pre-programmed rules and behaviors by which they replicate human-like interactions, but allowing companies to save in terms of economic, human and time resources. According to Hubspot research, 90 percent of respondents said an immediate response was very important, and Chatbots Magazine said companies can reduce customer service costs by up to 30 percent by implementing a conversational chatbot. Conversational platforms enable a dialogue between businesses and consumers, ensuring that businesses can gather feedback, analyze data, and gain strategic insights that help improve business outcomes. Advances in artificial intelligence and why to use chatbots The conversational marketing is to engage potential customers in a one-to-one conversation, leveraging personalized messages to create a human brand experience. Companies are able in this way to…

Chatbots and conversational marketing: how to improve customer engagement

More and more companies are adopting chatbots, now a leading tool inconversational marketing that enables individual organizations to engage in a structured way with their customers in an automated and personalized manner. The use of the artificial intelligence is one of the big trends of 2023, and the adoption of chatbots provides a number of benefits in consumer loyalty and increased sales.

Chatbots enable simplified and improved engagement capabilities, adopting pre-programmed rules and behaviors by which they replicate human-like interactions, but allowing companies to save in terms of economic, human and time resources. According to Hubspot research, 90 percent of respondents said an immediate response was very important, and Chatbots Magazine said companies can reduce customer service costs by up to 30 percent by implementing a conversational chatbot.

Conversational platforms enable a dialogue between businesses and consumers, ensuring that businesses can gather feedback, analyze data, and gain strategic insights that help improve business outcomes.

Advances in artificial intelligence and why to use chatbots

The conversational marketing is to engage potential customers in a one-to-one conversation, leveraging personalized messages to create a human brand experience. Companies are able in this way to Communicate with your audience in an authentic and natural way, resulting in higher engagement and conversion rates.

Conversational marketing requires stakeholders to connect, listen and provide information to build trust between a brand and a customer. This strategy enables individual entities to better understand customers and anticipate their requests for customized solutions.

Thanks to the advances in artificial intelligence and natural language processing, chatbots have become increasingly high-performing and capable of specifically meeting customer needs. These tools can improve customer engagement and experience in multiple ways:

  • H24 availability. One can receive assistance at any time of the day, without relying on the working hours of human staff.
  • Quick answers. Chatbots interact instantly, thus resolving customer inquiries faster and improving customer satisfaction.
  • Customizations. Chatbots can use data from previous customer interactions to offer personalized recommendations.
  • Cost efficiency. Artificial intelligence systems handle a high volume of one-time requests. Human staff can be shifted to more elaborate tasks.
  • Better customer information. Chatbots can collect valuable data on customer preferences, behavior, and pain points, which can be used to improve products and services.

The different types of chatbots: various systems serving the customer

  • Language chatbots, designed to function according to a set of rules defined by the developer. They recognize keywords, phrases, or patterns in user input.
  • Chatbots based on keyword recognition. They use more advanced algorithms than linguistic chatbots, which are techniques for processing natural language so as to understand and answer users’ questions.
  • Hybrid-model chatbots. They use machine learning algorithms to train a bot model that applies domain rules.
  • Machine-learning chatbots. In this case, artificial intelligence algorithms are used to modify their behavior and improve the quality of the conversation over time. They rely on large amounts of data to learn how to hold full conversations and understand more complex questions.

How a company can use chatbots for conversational marketing

  1. Increase the volume of conversations. Chatbots offer automated responses to general inquiries, freeing up staff for more elaborate tasks. With a chatbot, your company can respond around the clock to customer needs while overseeing multiple conversations in real time.
  2. Automatic identification of customers. Artificial intelligence can be leveraged to easily qualify contacts and build customer relationships that would not be possible with human interaction alone. Chatbots can quickly examine data from customer interactions and determine whether those interactions should be turned into a lead.
  3. Cultivate acquired contacts. You can use chatbots to drive leads, automating conversations and providing personalized content.
  4. Chatbots used for administrative and secretarial tasks. They are able to collect customer data, such as contact information and preferred hours, ensuring that human resources are used in more elaborate activities.
  5. Personalizing the user experience. Leveraging artificial intelligence and machine learning can optimize the flow of customer conversations and provide tailored solutions through natural language processing.

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