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This article was translated from our Spanish edition using AI technologies. Errors can occur because of this process.
The opinions of entrepreneurs' contributors are their own.
Putting the customer at the center of business is more than just a phrase today; It's a comprehensive strategy that any company that wants to become a leader in their industry must implement.
However, knowing the customer is not always easy: It requires constant and permanent commitment as well as tools that are powered by artificial intelligence (AI) such as chatbots.
“More and more companies understand that chatbots have various advantages. They are not just virtual assistants but tools that add to business growth as they allow us to know and understand customers' buying motivation and interests based on the interactions with them, including the after-sales needs of their purchases " says Gustavo Parés, CEO of artificial intelligence specialist Mexican company NDS Cognitive Labs.
Furthermore, “the value of chatbots is that the information they receive is“ firsthand ”; That is, they are specifically sourced from the market each company is attacking and from their own customers, which is extremely useful as understanding consumer needs is the first step in self-renewal, ”he adds.
According to NDS Cognitive Labs, AI-powered chatbots can:
Interact with customers thanks to the Natural Language Processing (NLP) function. Store and interpret these interactions. Offer the solutions that the customer demands
A chatbot is a complete tool not only for businesses to have a vision of the problems or improvements consumers want, but also because they are the means to make those changes and get happy customers who are loyal to the brand .
Satisfied customers are loyal customers
For many companies, attracting new customers is a challenge and can involve large investments. Hence, some companies are opting for long-term business strategies like loyalty as this will also generate more revenue for the company.
According to the report Chatbots: The Definitive Guide 2020 from Artificial Solutions, chatbots that achieve a loyalty of 2% of the customer base make each purchase ticket 60% higher on average thanks to personalized purchase suggestions, but also improve the user experience and thus loyal customers buy with a frequency of up to 90% compared to regular users.
In addition, consumers who are happy with a brand become brand ambassadors, which is why they usually recommend new buyers directly or through a positive review of the company on social media.
New tools for new challenges
The current marketplace poses challenges for companies, and addressing them in record time is essential for business to run smoothly.
According to the e-book Transform your business with AI chatbots by Ricardo and Gustavo Parés, chatbots generate a high level of customer satisfaction, because “it increases when people solve problems faster when they find the right product. , buy and receive information on the shipping status ”and receive support during the entire purchase process, it says in the text.
The development of an operating model that integrates customer service, inquiry solution, purchase support, data analysis and interpretation as well as after-sales service, i. H. a chatbot. For this reason, they revolutionize the way business is done, because they offer an important competitive advantage: You can meet customers individually and not according to segment. In this way, companies can target each consumer individually, give them the attention they want, make purchase suggestions based on their interests, and even anticipate their needs.
Chatbots that achieve 2% loyalty of the customer base / Image: Depositphotos.com
Your consumers want to be heard
Consumers are becoming more demanding and demanding that companies pay more attention to improving the shopping experience. In fact, the third edition of the Salesforce State of Service report finds that 67% of consumers worldwide say their shopping experience standards are higher than ever.
As a result, companies that fail to adapt to these new requirements can lose customers. The same report adds that switching from one brand to another is much easier for 76% of shoppers today.
“In such a competitive environment, companies need to employ strategies that allow them to get to know their customers and work on their needs. And although chatbots are a central tool in this process, the implementation of these agents must be accompanied by a coordination of the work teams and the openness of the executives to revise their strategy, as the data produced shows. from AI, ”adds Parés.