▷ Why integrate a chatbot into your e-commerce?

Most customer services use a chatbot, a computer program created in 2016 that interacts with the customer like a human would. This interaction can happen through instant messaging interfaces or via voice assistants as with Google Home. But is it still effective? Why integrate a chatbot into your e-commerce?

E-commerce, a very competitive sector

E-commerce is a very competitive sector. Figures published by FEVAD (Fédération E-commerce et vente à Distance) on e-commerce highlight the importance of this sector, which had a turnover of €100 billion in 2019.

The sector even exploded during the Covid-19 pandemic and the long months of confinement that resulted, as consumers had to adjust to the impossibility of going out shopping. Hence, they are used to making purchases online. And contrary to what one might think, communication between customers and an e-commerce site will be done by chatbots in 2022 in more than 84% of cases.

All the advantages of an e-commerce chatbot

Having a chatbot or chatting agent on your website offers many advantages, which explains its success with e-commerce businesses.

Service availability guarantee

Consumers who decide to take action through a call-to-action on an e-commerce site are gained first through quality user experience, browsing experience on the site, and reception first. But one crucial element in their choices is availability. This is one of the advantages of a conversational agent, because it responds to the client in a very short time and no matter when it is requested. A customer who gets information or answers to his questions very quickly is a loyal customer.

Improve customer reception

As we said earlier, the quality of reception is one of the criteria that entices the customer on an e-commerce site. A chatbot can be an undeniable asset on the platform, especially for visitors who do not yet know the structure of the site and who may feel a bit confused. As a good helper, he welcomes them first so that the newcomers can feel more comfortable. Then, based on their inquiries, it redirects them to the appropriate page, thus encouraging them to move forward with their research.

Reduce customer service workload

Responding to customers is a time-consuming and energy-intensive activity. The Conversational Assistant thus helps the customer support team lighten their daily workload. This option is more interesting for night visits, because the next day, he will no longer have to process incoming requests during this period. We should not forget that more than 60% of people who make online purchases do so in the evenings or on weekends. It is therefore essential that they are at their disposal so that they are not tempted to go to sites more attentive to them.

Automate responses to the most frequently asked inquiries

In order for a company to remain competitive, it must take steps to deal with the increase in the number of people using e-commerce sites. To deregister the service, some responses have to be automated. Thus the chatbot can identify the most common requests and respond to them without the intervention of a third party. 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 goal of e-commerce business is customer satisfaction. To do this, she must at all costs prevent them from making too many requests, especially if they are negative. In fact, more orders than customers are a sign of their dissatisfaction with the products offered or the services offered. The solution ? Chatbot. It reduces the frequency of communication between customers and customer service, and thus reduces related management costs. This better cost management is essential for the proper operation of an e-commerce site, as the savings are invested in other elements.

Process applications and receive supporting documents

If the company has a physical store, the customer can go there when they have complaints or documents to submit. Pure players have to process everything online. It is therefore essential that they are able to receive all documents in this way, whether it is supporting documents, such as invoices, purchase orders or photos.

This option is possible in some chatbots in which customer management software (CRM or CRM) and those intended to automate different administrative processes between different services or departments of the company are integrated. No third party intervention is required to receive, classify or issue these documents. It will be based on a form that the customer fills out in advance.

Improved reception thanks to proactive messages

The customer experience is not necessarily different on an online sales site as it is in a physical store. In the latter, as soon as they enter, the salesperson greets the customer with a smile, a welcome and asks him about his needs or what he is looking for. However, it is imperative that the customer finds this warmth in the chatbot (considering, however, that most customers prefer not to hide the bot and AI aspect).

Thus, when a customer lands on the landing page and does not leave it immediately, proactive messages are triggered. The chatbot makes sure that the communication between the customer and the site is anticipated. Once he consults the last potential client and stops there for a set amount of time, the conversational 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.

Establish a trust relationship and sell more

The trust between the client and the business is one of the key conversion factors. The customer tends to be more interested in the products offered. It conducts relevant research and obtains information from the company. But in order for these different steps to lead to the purchase, he will want clear, satisfactory answers and above all else.

A chatbot is not only meant to talk to the customer. It also helps him with personal advice so that he can find the exact product that meets his needs. Going forward, it can be directed to supplement products based on answers to increasingly refined questions.

A person who wants to buy a car engine, for example, will not hesitate to find on the same site the necessary accessories for its correct operation, such as gaskets and cylinder head bolts, or seals, camshaft. So it will be directed by the chat agent to the part of the site where it can get it. This incremental support is a way for the company to build customer loyalty, while generating additional sales.

Building a database to better understand customers and adapt offers

The chatbot is not only responsible for responding to customers. It is also responsible for recording and analyzing their buying habits, as well as the type of order they place frequently. By developing a database of their purchasing behavior, the company is better able to meet their expectations, adapt its offering and improve its services. The chatbot can also, to some extent, orient the customer towards the offer that most closely fits his requirements. By helping him orient himself on the site, but also towards products that fit his search, the Conversational Agent is a key asset in the company’s marketing strategy.

to summarize

Having a chatbot solves customer support hurdles and allows the team to handle requests that, given their complexity, require human intervention. It is not only intended for receiving the client, but can also take care of certain procedures for sending or receiving documents. This is an important decision aid for customers who have difficulty finding the item of their choice or who are reluctant to purchase it.

Therefore, having a chatbot is useful in more than one field. It also allows you to get feedback from customers and reduce order processing time. The fact remains that for the company, the combination of an intelligent chat assistant and human customer support contributes to better customer service performance and, in the process, to better customer retention.

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