Nowadays, customer service has become the most crucial aspect in regard to having a successful business. Of course, the quality and the price of the product is of no less importance, but bad customer service or lack of such could scare even the most devoted client. Have you ever written to some brand on their chat or reached them on Messenger in order to get some more information about the product you were about to buy? I bet you did. How long have you waited for a reply? Few hours, few days? Oh, maybe you didn’t get it all… How did you feel? Now, have you ever – be it coincidentally or not – ignored a client?
1. The increasing popularity of chat channels = more costs related to Messenger and web chats
Traffic on chat channels is continuously growing – it is the main choice the Millennials and Generation Z make when it comes to contacting a brand. According to research conducted by Statista in 2018, 45% of respondents say that chatbots are their first pick in regard to customer service. 58% of Facebook users feel more confident when communicating with companies by sending messages instead of having to call them. With respect to this data, you are obliged to spend more and more money on customer service on these channels of communication. However, most of the questions that are asked through them are notoriously recurring – and that’s begging for automation!
Solution: If you thought that automating communication on chat channels (e.g., Messenger or website chat) is an expensive and time-consuming project – it is my pleasure to tell you: that’s not the case! One of Zowie customers managed to lower the number of questions that required human intervention by 72%. An impressive result, isn’t it? Let me skip ahead: to achieve such a success, there was no need for an enormous knowledge base prepared in months. Nope, no need of such things! The system is taught ad hoc thanks to unrecognized questions and the consultants’ answers.
2. Answering questions outside working hours
Another challenge arises: how to reply to customers outside of working hours? The world doesn’t stop between 5 pm and 9 am; in fact, it’s just the opposite – if you happen to be working in B2C, then you know, that this is the time when your clients want to reach you the most. According to Facebook, 53% of respondents prefer brands that they can directly contact with! The quicker you answer, the better result you’ll achieve. Also, we do not measure the “quickness” of your answer in hours, but… minutes.
Solution: To solve this problem, we can use a chatbot which can offer its help to your clients 24/7. Start with simple automation – in case of consultants’ absence let your chatbot greet your customers with a message informing them of such a situation. Then, let it propose an array of topics in which the customers can find the answers to their questions . Ask for indulgence and inform them that they can still request a consultant’s service. Be sure to leave information as to when the customer can expect the answer to their question, e.g., “Our team will try to answer your question within the next 24h”!
In most cases, the number of people writing to the brand on the chat is not constant all the time. It is frequently observed that traffic grows (even more than a 100%!) just before Christmas (e-commerce), during promotional campaigns, holidays or just like that – it all depends on the specificity of the business . It turns out to be a big problem with keeping up the quality of customer service, especially during those “hot seasons” in the year. Of course, you can employ new people, but this comes with more expenses. Then, a few questions arise: would these new employees be able to grasp the knowledge needed in time? Would you still employ them after the “hot seasons” or would you dismiss them? You can drop your customer service quality, too, but I wouldn’t recommend taking this into consideration.
Solution: Assuming that you don’t have much time, you can create a very simple chatbot that greets the user (after the chat is opened) with a message and a few buttons, which reflect the most popular topics. One of Zowie consumers managed to lower the number of questions requiring human assistance by 30%, and because of that, they didn’t have to employ new people during the Christmas season. Of course, it might be additional value if you teach your chatbot the answers to some of the most popular questions: sometimes it’s only 5 questions that form the 80% of the consumers’ questions overall!
Automation plays a huge role in many fields and sometimes it’s hard to imagine that we could be doing certain things manually. Conveyor belts, robots playing a strategic logistic role in completing our …, self-service checkouts or even the most essential things like traffic lights – all invented so that humans don’t have to perform repetitive, boring tasks and can focus on creativity and self-development. Automation is just another, natural step in customer service – one that your clients will be grateful for because answers to their questions will be only seconds away from them. Then, you can aim your attention at developing your business… or just go for a walk.