In recent years, automation has reached sectors that were previously unimaginable. Technology has taken over almost everything, and the trend is that, in the coming years, digital technology will have even more space in people's lives, in the daily operations of small businesses, and in large industries. One of the most widely used automated tools is chatbots . Through them, user experiences are improved, while the company benefits, potentially increasing and even positively impacting its Return on Investment (ROI).
The tool is projected to grow by more than 20% by 2028, according to research conducted by the company Markets and Markets. Bots have diverse functions and, in most cases, perform tasks that, if done by human labor, would take much longer and free up a person from any other function that required a human being. Furthermore, they can handle simultaneous demands, something almost impossible for a person.
Chatbot features
The use of chatbots brings numerous benefits , such as 24/7 availability, simultaneous message sending, faster response times, scheduling, and more. Discover the advantages this technology can offer to companies and businesses:
Automated responses: perhaps the main function of chatbots in companies is sending messages to customers or users. This functionality operates simply: the interested person sends a message to a number or another social network, and a pre-programmed response is sent. From this response, other actions can be performed, such as sending photos, videos, clickable links, among others.
The importance of speed and responsiveness lies in several factors, the main one being customer satisfaction. A buyer who receives quick and functional answers is much more likely to complete the purchase or use the service, compared to businesses that do not have a chatbot. Some programming can be done to provide an informative template, serving as a channel for questions for those seeking assistance.
Pre- and post-sales: the phrase "customer loyalty is built after the service" has never been more relevant. The experience of buying or selling a service begins with the first contact, when the chatbot is activated for the first time, and lasts for days after the purchase. In a hair salon, for example, the tool can be used at three points: scheduling, confirming the appointment time days before the service, and after the service, sending tips or requesting feedback.
In the case of product sales, the logic of follow-up is the same. It's possible to schedule messages to ask about the product, check if everything is alright with its use, or even, weeks later, offer discounts or introduce new products. These simple interactions keep the customer engaged with the brand even after the purchase is complete.
Payment : Once payment is made, the technology allows the order to be invoiced, changing its status and even moving the customer to a different area within the management panel. In this way, and with the panel, the entrepreneur can observe the sales flow as a whole and gain a better understanding of their own business.
Kommo , a Management System , offers SalesBot , which allows you to create bots easily and without coding. It enables the creation and sending of messages after a specific user command, maintaining a conversational flow. It also sends the collected data to a dashboard. "This feature allows you to have more control over leads and customers, with greater ease and time savings," emphasizes Gabriel Motta , Kommo speaker in LATAM.
Gathering feedback: receiving insights from buyers is essentially follow-up. In other words, a few days after the purchase of a product or the completion of a service, the bot can be scheduled to contact the customer to understand their experience, whether everything went well, and even request personalized feedback on the service.
It may seem simple, but having this channel with the consumer makes them feel that, on the other side, there is a company concerned about their opinion and well-being. If the feedback is negative, receiving it directly through a private messaging channel prevents the complaint from being publicly published on other social networks, thus avoiding a potential crisis and providing a quick resolution to the problem.
Lead monitoring : the more data, the better the results. This logic also applies to companies. A practical and technological way to understand the behavior of customers or potential buyers is through leads . Sending a simple form, product or service catalog, informative content, among other types of messages, can measure what the target audience is looking for.
Leads tool for entrepreneurs to run their business, but improvement also benefits the consumer, who receives personalized content and messages, as well as practical service aligned with their interests.
How chatbots help increase ROI.
Several advantages and benefits for the customer and their experience have already been mentioned, but the improvements that chatbots bring to the company are also noteworthy. The increase in ROI is the main one, encompassing all the positive aspects of the technology. The operational efficiency of automation results in savings, because, with automatic responses, employees who would be hired for this function may not be needed. In large companies, the cost reduction is even greater, since the more employees, the higher the expenses with salaries, training, and infrastructure.
Another advantage is related to potential errors, as humans are far more susceptible to them than machines. With a tool for creating quotes, scheduling appointments, or ensuring that all clients are contacted, the likelihood of this happening correctly and in an orderly fashion is much higher. When an error occurs, it needs to be corrected, either by redoing the work or reorganizing the entire plan, which takes time.
“There are factors that seem small, but that influence the increase in your company's productivity, and consequently, the ROI. Factors such as quality of customer service, response time, organization in lead management, and team management. All of this is improved with the use of Chatbots ,” adds Gabriel, from Kommo.
The ease of use also allows data to be collected and, in the future, analyzed by managers. These so-called leads can identify potential buyers and help entrepreneurs understand what is being most sought after and what is needed to finalize the sale. Insights coming directly from the audience are valuable when making decisions and planning future actions, as well as facilitating other areas of the company, such as marketing and communication.
All the conveniences that the customer has when the chatbot is implemented also result in benefits for the company. A customer satisfied with the service provided, the service and the product received is someone who will recommend the brand to friends and family, and there is a high chance of them buying from the brand again, thus becoming a loyal customer.
