The chatbot, a computer program created in 2016 that interacts with the customer as if they were a human, is used by most customer service services. This interaction can occur through instant messaging interfaces or through voice assistants, as is the case with Google Home. But is it still as effective? Why integrate a chatbot into your e-commerce?
E-commerce, a very competitive sector
E-commerce is a very competitive industry. The figures published by FEVAD (Fédération E-commerce et vente à distance) on e-commerce also highlight the importance of this sector, which accounted for 100 billion euros in sales in 2019.
This sector even exploded during the Covid-19 pandemic and the long months of confinement that resulted, as consumers had to adapt to the impossibility of going out to do their shopping. So they got used to doing their shopping online. And contrary to what one might think, the contact between customers and the e-commerce site will be done by chatbots in 2022 in more than 84% of cases.
All the advantages of a chatbot for an e-commerce
Having a chatbot or conversational agent on your website offers many advantages, explaining its success with ecommerce businesses.
Ensure service availability
Consumers who decide to take action through a call to action on an e-commerce site are won over first by the quality of the user experience and the site browsing experience and reception. But one of the decisive elements in your choices is availability. This is one of the advantages of a conversational agent, as it responds to the customer in a very short time and regardless of what time it is requested. A customer who gets information or answers to their questions very quickly is a loyal customer.
Improve customer reception
As we said earlier, the quality of reception is one of the criteria that seduce the customer on an e-commerce site. The chatbot can be an undeniable asset on a platform, especially for visitors who are not yet familiar with the site’s structure and who may feel a little confused. Like a good assistant, he first greets them so that newcomers feel more comfortable. Then, depending on their queries, it redirects them to the appropriate page, encouraging them to go further in their searches.
Reduce customer service workload
Responding to customers is a time-consuming and energy-intensive activity. The conversation assistant helps the customer support team to lighten their daily workload. This option is even more interesting with regard to night visits, because the next day you will no longer have to process requests received during this period. It should not be forgotten that more than 60% of people who shop online do so at night or on weekends. Therefore, it is essential to be at their disposal so that they are not tempted to go to places that are much more attentive to them.
Automate responses to the most frequent queries
To stay competitive, a business must take steps to deal with the increasing number of people using e-commerce sites. To unclog the service, some responses must be automated. The chatbot can thus identify the most frequent requests and respond to them without the intervention of third parties. This will allow the company to use its human resources to solve problems that require a more personal approach and greater skills in specific areas. According to recent statistics, 74% of customers continue to put people first in these scenarios.
Satisfy customers and reduce customer service management costs
The purpose of an e-commerce business is to satisfy customers. To do so, she must at all costs prevent them from placing too many orders, especially if they are negative. In fact, more orders than customers are a sign of your dissatisfaction with the products offered or the services offered. The solution ? The chatbot. It reduces the frequency of contact between customers and customer service, thus reducing related management costs. This better cost management is essential for the proper functioning of an e-commerce site, and the savings obtained are invested in other items.
Process requests and receive supporting documents
If the company has a physical store, the customer can go there when they have complaints to make or documents to present. Pure players need to process everything online. Therefore, it is necessary for them to be able to receive all documents in this way, whether they are supporting documents such as invoices, purchase orders or photos.
This option is possible in certain chatbots with integrated customer management software (CRM or Customer Relationship Management) and those intended to automate the various administrative processes between the different services or departments of a company. It does not require the intervention of third parties to receive, classify or edit these documents. It will be based on a form that the customer fills out in advance.
Optimize reception thanks to proactive messages
The customer experience on an online sales site is not necessarily the same as on a physical store. In the latter, as soon as they enter, a salesperson greets the customer with a smile, a hello and asks him about his needs or what he is looking for. However, it is critical that the customer finds this warmth in the chatbot (taking into account, however, that most customers prefer that the artificial intelligence and robotic side are not hidden).
So, when the customer arrives at the landing page and doesn’t leave it immediately, proactive messages are triggered. The chatbot makes a point of anticipating the contact between the customer and the website. As soon as the prospect consults the last one and stops there for a certain period of time, the conversation agent sends him notifications to encourage him to continue the discussion. This process establishes a climate of trust between the company and the client or future client.
Build a relationship of trust and sell more
Trust between a customer and a company is one of the main conversion factors. The customer tends to be much more interested in the products offered. It conducts related searches and obtains information from the company. But for these different steps to lead to a purchase, he will want clear, satisfactory and above all immediate answers.
The chatbot is not just for talking to the customer. He also helps him with personalized advice so he can find the product that exactly meets his needs. To go further, it can be directed to complementary products from the answers to increasingly refined questions.
A person who wants to buy a vehicle engine, for example, will not hesitate to find on the same website the accessories necessary for its proper functioning, such as gaskets and head screws, or seals, camshafts. It will therefore be directed by the conversational agent to the part of the site where you can purchase them. This step-by-step support is a way for the company to build customer loyalty while making additional sales.
Create a database to better understand customers and adapt offers
The chatbot is not just responsible for responding to customers. It is also responsible for recording and analyzing their buying habits, but also the type of request they make most frequently. By developing a database of their purchase behavior, the company is much better able to meet their expectations, adapt their offers and improve their services. The chatbot can also, to some extent, guide the customer to the offer that most closely matches their requirements. By helping you to orient yourself on the website, but also towards products that align with your search, the conversational agent is an important asset in the company’s marketing strategy.
Having a chatbot solves customer support bottlenecks and allows staff to handle requests that require human intervention due to their complexity. It is not only intended for the reception of the customer, it can also take care of certain procedures for transmitting or receiving documents. This is an important decision-making aid for customers who have difficulty finding the item of their choice or who are hesitant to purchase one.
Having a chatbot is therefore advantageous in more ways than one. It also allows you to get feedback from customers and reduce order processing time. The fact is, for the company, the combination of intelligent conversation assistant and human customer service contributes to optimizing customer service performance and, in the process, to better customer retention.