Chatbot: como a experiência do usuário pode alavancar o seu negócio
O que um cliente leva de uma marca é a experiência que ela oferece. Independentemente do seu serviço, produto, tamanho da empresa ou setor, a experiência do cliente tem se mostrado um importante ponto de diferenciação para empresas em todo o mundo. Mas o que sua marca pode agregar à estratégia existente para melhorar seu jogo? Um chatbot.
Embora haja um monte de coisas que você pode fazer, os chatbots são essenciais em sua estratégia de experiência do cliente. Neste artigo, discutimos como os chatbots podem impactar positivamente a jornada de seu cliente. Acompanhe!
O que é um chatbot e por que você deve usá-lo?
Por definição, um chatbot é um software de inteligência artificial (IA) que pode simular uma conversa (ou chat) com um usuário.
Com a tecnologia melhorando a cada dia, os métodos tradicionais de engajamento dos clientes também estão avançando. Setores como bancos, entretenimento, saúde, notícias, moda e muito mais adotaram os chatbots.
De fato, espera-se que o mercado de chatbots cresça 34,75% até 2026, alcançando a marca de U$ 102.29 bilhões movimentados anualmente. Isso mostra como todos estão caminhando para o uso de chatbots como meio de comunicação. Mas por quê?
Para começar, os chatbots podem ser utilizados de diversas formas na sua estratégia. Eles podem servir como atendentes de serviço pós-venda, orientando os clientes que desejam realizar trocas ou que tenham qualquer problema com o produto/serviço, ou podem servir como vendedores, fazendo o primeiro contato até que o cliente seja direcionado a um vendedor humano qualificado.
Seja qual for o uso, os benefícios do uso de um chatbot para a experiência dos seus clientes são inúmeros. Abaixo, a gente te conta quais exatamente são eles.
Como o chatbot melhora a experiência do cliente?
Os principais fatores que alimentando o crescimento do mercado de chatbots incluem a crescente demanda por serviços de atendimento ao cliente alimentados por IA e implantação omnichannel, e custos reduzidos de desenvolvimento de chatbot.
Abaixo, você vê como que isso se transforma em uma melhor experiência do cliente na prática:
1. Jornada do cliente mais tranquila
A experiência do cliente se resume a melhorar a interação nos vários pontos de contato durante a jornada do cliente. De acordo com um estudo realizado pela PwC, 43% de todos os compradores estão dispostos a pagar mais por uma maior comodidade e 42% estão dispostos a pagar mais por uma experiência amigável e acolhedora
Em vez de forçar o usuário a procurar a seção de perguntas frequentes, interrompendo sua experiência, um bot pode atuar como o vendedor que o senta em um sofá confortável e traz os produtos e as informações para você. Ele pode fornecer ao cliente informações básicas sobre sua marca, artigos, vídeos, sugestões de produtos, produtos com curadoria de acordo com a preferência do usuário.
Se, graças ao bot, o usuário consegue evitar frustrações, descobrir um produto mais relevante ou encontrar todas as informações na hora, isso certamente melhorará sua imagem.
2. Atendimento ao cliente sempre ativo
O chatbot oferece suporte ao cliente 24 horas por dia, nos sete dias da semana. Uma maneira econômica, mas potente, de fornecer suporte básico. Os chatbots são treinados usando conversas históricas e, portanto, podem realizar algumas das tarefas mais comuns, como enviar a segunda vida de uma fatura ou responder a perguntas básicas.
Em alguns casos, o chatbot pode até mesmo distinguir emoções humanas, como raiva, confusão, medo e alegria. Se o bot detecta que o cliente está com raiva, ele transfere a interação para um humano assumir, o que proporcionará um alívio para o referido cliente.
3. Personifique sua marca
Os chatbots são extremamente flexíveis. Isso permite que eles tenham vários níveis de interação com os clientes. Como falamos, eles podem tanto atuar como técnicos do pós-venda, fazer o gerenciamento de contas do cliente ou mesmo ser vendedores.
Para cada uma dessas interações, eles podem assumir diferentes estilos de conversação. Por exemplo, chats que atuam como vendedores podem ter uma voz mais amigável e bem-humorada, enquanto aqueles que lidam com reclamações podem ser mais precisos e técnicos.
Eles também podem ajudar a personalizar a experiência do cliente. Os chatbots coletam dados do cliente a partir de suas interações. Com esses dados, os representantes de suporte reais podem usar as informações para personalizar suas próprias interações com os clientes.
4. Suporte imediato ao cliente
Se sua empresa ainda usa plataformas de mensagens tradicionais redundantes, como ligações, e-mails ou bate-papos ao vivo, provavelmente é hora de você adotar os chatbots. Hoje em dia, os clientes exigem respostas imediatas das empresas e as ferramentas tradicionais estão perdendo seu valor.
Ninguém quer esperar várias horas antes de ser atendido, mesmo fora do horário comercial, quando as consultas se acumulam em grande número e sua equipe está desfrutando de um merecido descanso. Alguns clientes são rápidos em desacreditar uma marca “lenta”, forçando-os a procurar concorrentes “mais eficazes”. E a diferença entre sua marca e a do concorrente pode ser a falta de chatbots.
Como os chatbots não dormem, eles são capazes de fornecer respostas instantâneas aos clientes. Não importa o quão simples seja a mensagem, os chatbots podem fornecer respostas úteis, aumentando assim as chances de converter visitantes de primeira viagem em clientes ativos.
Se feito corretamente, os bots podem ter um grande impacto positivo na qualidade da experiência do cliente e, portanto, em seus resultados financeiros.
Qual é a sua opinião sobre o papel dos chatbots na experiência do cliente? Você está pronto para criar o seu chatbot? Comente abaixo e compartilhe suas ideias conosco!
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