What are the most important metrics for chatbot marketing in a multi-channel context?

Firstly, look at the engagement rate. This shows how often users are actually interacting with your chatbot. A high engagement rate means your chatbot is grabbing people's attention and providing value.

As a B2B SaaS CMO, I've found that the key metrics for chatbot marketing across channels are engagement rate, goal conversion rate, and customer satisfaction score. Tracking how many users interact with the chatbot, complete desired actions like signing up for a demo, and report positive experiences helps gauge effectiveness. I also look at attribution to see if the chatbot influences pipeline and revenue. Analyzing chatbot performance holistically with web, email and other touchpoints gives a clear picture of its impact on the overall customer journey and KPIs that matter most to the business.

- Engagement Rate to measure how many users interact with the chatbot after seeing it on a particular channel. It shows how well your chatbot attracts attention and if its content is relevant. - Completion Rate to track the percentage of users who complete their desired task within the chatbot, signifying its effectiveness in guiding users towards their goals. - Conversion Rate to dive deeper, measuring the percentage of users who convert after interacting with your chatbot, like making a purchase or signing up for a service. Retention Rate to shows how many users return to interact with your chatbot over time. A high retention rate indicates your chatbot is providing ongoing value

The chatbot's completion rate can be a great barometer for understanding what users think of the journey in the service flow. If the experience is long or has many confusing options, your completion rate will most likely be low. It's also important to observe the abandonment rate and at what point in the journey the user stops interacting.

Another crucial metric is the chatbot completion rate. This tracks what percentage of conversations with your chatbot achieve their intended goal, whether that's making a purchase, resolving an issue, or simply getting the information the user wanted. It's a good way to see how effective your chatbot is at fulfilling its purpose.

**Retention metrics**: - Retention rate: Measure how many users return to interact with the chatbot over a specific period. A high retention rate indicates that users find value in the chatbot and are likely to continue engaging with it. - Churn rate: Track the percentage of users who stop engaging with the chatbot over time. Monitoring churn can help identify areas for improvement in user experience and content.

Companies can send across an automated message via sms or whatsapp, after a chat, containing an incentivized survey, to leverage information to arrive at this metric.

**Customer satisfaction metrics**: - Net Promoter Score (NPS): Measure how likely users are to recommend the chatbot to others. NPS can provide insights into customer satisfaction and loyalty. - Customer feedback and ratings: Gather feedback from users about their interactions with the chatbot to understand areas of strength and improvement. User ratings can also provide valuable insights into user satisfaction levels.

**Channel-specific metrics**: - Channel performance: Evaluate the performance of the chatbot across different channels to identify which channels drive the highest engagement and conversions. - Channel attribution: Determine which channels users are coming from before interacting with the chatbot to optimize channel-specific marketing strategies. **Response time metrics**: - Average response time: Measure how quickly the chatbot responds to user queries or requests. Prompt responses are crucial for maintaining user engagement and satisfaction. - Time to resolution: Track how long it takes for the chatbot to resolve user queries or issues. Efficient resolution times can enhance user experience and increase user satisfaction.