How to know if you need a Messenger Bot

To Bot Or Not To Bot?

We’ve all come across them, I’m sure. A pop up on a Facebook page. A new window routinely dismissed on a landing page. Bots appear to be all the rage and are becoming a more common inclusion in the marketer’s toolbox.

While they were a bit cringeworthy in the early days, the technology is catching up. Service providers and platforms have become far more sophisticated in providing true value to customers than their clunky ancestors. 

Software companies like ChatFuel and ManyChat are making it easier than ever to build and maintain a competent Messenger Bot presence and make grand promises on driving traffic and lead conversions. Simple executions such as welcome messages and content schedules can make a noticeable difference to many businesses.

Customers expectations are rising, too. In a study last year over half of respondents wanted instant responses with almost two thirds expecting 24 hour service. However, Forrester says the tech has a long way to go to deliver true personalisation and the risks of a poor experience are too high.

So, we would ask - what are the ideal circumstances for a business to explore this technology? Let’s unpack the question: to bot, or not to bot?

A Question About Service

One of the biggest advantages to incorporate a Messenger Bot identified in the above report is to cut down on repetitive questions from your customers. So the first thing you can do is look at the volume and type of queries your teams are fielding and see if they can be more efficiently handled by an automated persona.

If you don’t have a dedicated customer service function, you can also take a look at the performance of your existing query centres. Conduct an audit of your email requests, look at the traffic to your FAQ pages, even your Contact Us page. Does it have a high bounce rate or low time on page? Sounds like customers aren’t finding the answers they’re after, so perhaps a bot might help solve that problem.

If you’re spending a lot of time helping people track deliveries, check your return policy, or book appointments, a little automation will go a long way. 

Abandonment Issues

Another potential benefit of incorporating a bot is to help save those abandoned carts. It’s an obvious issue - you’ve done all the hard work of getting the customer there, selecting their products and progressing to the final stage, so make sure you’re giving them every reason to buy on that final step.

A study in 2018 identified an abandoned cart rate of 75%. How much would you need to reduce that figure to move the needle in your business? A bit of tailored guidance at this crucial stage can help alleviate primary concerns around shipping and other costs.

Even if you don’t get the sale, knowing why your carts are being abandoned can help guide investment and product strategies. Are they just browsing? Is your Returns policy too restrictive? A few key automatons can help uncover the insights into your customer’s problems.

Customers, Engage

When you look at your customer base, how high is your percentage of returning customers? If you find you’re not getting a lot of repeat purchases, then perhaps a bit of automation might help re-engage lapsed customers.

Rather than paying for a barrage of advertising, a Facebook Messenger bot can reach out personally, offering relevant content at the right time. Remind a customer about those cycling shorts still sitting in her cart, or that she sent her mother-in-law birthday flowers this time last year. 

Sync these up with other customer retention tools such as email and you have a really convincing proposition to pry open those wallets.

Sentiment is shifting amongst consumers, too. Consumers, especially younger ones, expect always-on, immediate and personalised responses over their preferred communication channels, which are often some kind of chat or text. There’s a reason Facebook fought off Tencent to spend billions buying WhatsApp - the future is messaging.

As with everything, just make sure any automation or messaging solution aligns with your business goals. Tech will always throw up something new and shiny to soak up your marketing budget, but at the end of the day, make sure the tech solves your problems and those of your customers first. 

Hopefully these tips will help you identify whether there is value in the promises offered by the bot craze.

So are you considering a bot for your business? What are the key considerations guiding your decision? Flash in the pan or real consumer behavioural shift? Let me know in the comments below!