Your eCommerce employee superstar
Customers yearn for memorable journeys in eCommerce!
memorable journey = shareable experience, greater retention and customer advocacy
They crave a genuine relationship with the brands they choose to buy from. A relationship far beyond just pushing a buy button.
Let’s give it to them.
This blog post will discuss a few things to help you understand why chatbots are a positive move for businesses in eCommerce and how to gain momentum in thinking about the application of one.
We will look at:
– Proven applications of a chatbot from existing businesses.
– Three of the most significant benefits of including a chatbot in your sales or branded journey
– And, current customer perception of this technology.
Before we dive straight into throwing recommendations, possibilities and exciting statistics and success stories let’s first visit why we should consider a chatbot in eCommerce. The application of a chatbot is something that can be applied in various different ways to ultimately improve customer experience. Most notably, a chatbot would help create an exceptional brand image.
Exceptional brand image = Trust
Trust is now more important than ever for all businesses due to global news of brands employing deceiving tactics to profit from users and customers. This is obviously without even touching on the endless competition that continues to come to the market to take your customers. So how can your chatbot help with trust? well, unfortunately, unlike in the past trust isn’t only a result of excellent service anymore. To achieve trust, you must be perceived as being up-to-date and innovative. Let’s take a look at some successful eCommerce bots.
That’s right, there are already successful chatbots.
The Reservation assistant – Sephora
This clever assistant helped Sephora boost their reservation rates by 11% with a simple conversation targeted at their customers.
On-demand purchasing assistant – 1-800-Flowers
1-800-Flowers introduced an ordering chatbot that unknowingly broke into a new market segment boasting an increase in first-time orders by 70%. Sales entirely produced through the bot.
Your pocket barista! – Nitro Café
This smart application of a chatbot gave customers the ability to order coffee just by asking for one through Facebook Messenger and as a result boosted Nitro Café’s sales by 20%.
What benefits does an eCommerce chatbot have?
There are a few applications and skills that a chatbot can possess. At the end of the day, it entirely comes down to what your product or service offering is. The top 3 positive outcomes from an eCommerce chatbot are,
Hyper-personalisation for your customers.
It is important to make the customer feel special. And without a shop assistant personally sitting with the user, this was something that was difficult to achieve. Until now, so what’s possible?
– Upsell and cross-sell products or services based on customer behaviour.
– Provide product recommendations.
– Remind the user of something they may have viewed online or an abandoned cart. (and even complete the payment inside the chat window)
– Deliver tailored ads or promotions based on the users’ purchasing behaviour.
Relieve the tension from areas of your business
This is another important effect of chatbots as this creates a more seamless and positive shopping experience for the customer. As well as improving employee comfortability. So what’s possible?
– Help the user with quick information or assistance
– Provide a method of filtering customers to correct service team members to reduce wait times in call centres.
– Provide product and shipping information.
– Change customer details on the fly. This may include details such as a delivery address or email.
Increase customer engagement
Engagement is something that can be achieved with the elements mentioned above but some other focused methods should be considered. Increasing engagement with your brand is a great start to improving brand trust. Remember how we spoke about trust being an important factor in eCommerce? well, this is how we improve it.
– Send mass announcements. With positive engagement.
(Jay Baer saw a 10X open rate with content, and 5X the engagement with that content, compared to email)
– a/b test the effectiveness of messages to better understand your audience.
– Notifications for things like recently in-stock items or new items that the customer might be interested in.
– Ask for customer feedback on any service or product.
So now, what do consumers think?
The companies MyClever, Drift, Salesforce, and SurveyMonkey Audience set out on a joint project to understand consumer perception of chatbots in comparison to current methods of customer engagement. This study found convincing statistics, most notably that Baby Boomers strongly believe that they will benefit significantly from chatbots in 5 of the 10 use case studies presented. As well as a high interest in the personal benefits of a bot that can service their needs when ever they need.
Showing off a flashy website, app or product isn’t enough. Applying all your branded elements in a seamless shopping experience is the only way to see positive results from new innovative tech such as intelligent chatbots. This is an important insight for anyone considering a chatbot. Your bot needs a purpose and it needs to understand this in order to provide the customer with the best experience. If for some reason the bot cannot help the customer there should always be a method to resolve the problem in another way. Whether that means a service representative contacts them or they are taken to an alternative journey in another touch point that suits that problem or need.
That’s it. A few success stories, insights and possibilities to get momentum and kick-start the design process of your very own eCommerce chatbot.
If you think you could benefit from a clever eCommerce assistant, let’s talk.
How a chatbot should be used, saving lives.
The emergence of chatbots has brought forth a wave of opportunities and possibilities that would make any technologist stoked. But sometimes the inner child in all of us can get a little too carried away. We begin to jot down things we want our next chatbot to do, most of them being things that are nice to have but not necessary at all.
Regardless of the resources and technical capabilities that one has at their disposal, problem-solving should still always come first. More importantly, simple yet effective solutions — the best problem solvers know how to KISS (keep it simple, stupid).
The chatbot that rose from the weeklong hackfest that Microsoft and Englander Institute of Precision Medicine (IPM) at Weill Cornell Medicine participated in, was a testament to that.
Weill Cornell Medicine chatbot
The knowledge base at Cornell currently supports 163 genes and 518 variants with 404 clinical interpretations. In order for clinicians to access medical data, they would have to click through a portal – clearly, a tedious and old method that could be automated, enter chatbots.
Microsoft and IPM spent a week hacking together a chatbot that could support both text and voice interactions with the knowledge base at Cornell Medicine.
Rather than clicking through a portal for information, users could query the chatbot for something in the knowledge base and get a response with the relevant data. This chatbot was integrated with an array of channels such as Microsoft Teams, Skype, Slack, and WebChat.
The chatbot enabled clinicians to access data in a handful of different ways, make clinical decisions at a faster rate and save time that could be better spent on their patients.
The technical delivery catered for both basic and complex scenarios
“Tell me more about EGFR.”
“Tell me about KRAS G12D.”
“Are there any clinical trials about this?”
Users would be able to query the knowledge base further with more complex questions.
You can the try the bot out here
Use chatbots in a meaningful way
The folks at Microsoft and IPM weren’t looking to create a chatbot that could jump over hoops and tell you your future, they built a tool that could automate a process and could scale.
They didn’t create a cool chatbot, they solved a problem in a cool way.
Chatbots are enablers for scalability, automation and an environment where users can focus their time and efforts towards more meaningful tasks.
If this read has left you inspired and you’ve identified a process that could be automated in your own operation, we’d love to hear from you!