Afinal, estamos lidando com a inteligência e o poder de conexões de um ser humano comparado a uma máquina previamente programada. E, em contrapartida, com a obrigatoriedade de manter – ou aumentar – a qualidade no atendimento. Acima de tudo, quanto maior a quantidade de dados, mais assertivo será o método de abordagem e a comunicação com o cliente certo. Alguns bots são programados para responder a mudanças de clima, utilização de buscadores e utilizar gatilhos interativos mais personalizados.
Eles serão utilizados no Facebook, no próprio site da empresa, WhatsApp, ou outro local? A determinação do objetivo e o canal de comunicação tornam a escolha da ferramenta mais fácil. Grande parte das empresas utiliza este recurso como um mecanismo de atendimento ao cliente e captação de leads.
Os exemplos de aplicações acimas são só algumas das possibilidades de chatbots. Há muitas soluções no mercado disponíveis inclusive para segmentos específicos, como saúde, lazer e entretenimento. Como vimos acima, um chatbot pode ser uma ótima ferramenta de qualificação de leads para vendas. Ou pode enviar mensagens para plataformas de mensagem, como o WhatsApp, convidando o cliente a conferir suas promoções e novos produtos.
Tudo isso dentro dos aplicativos de mensagens instantâneas, que já fazem parte da rotina dos consumidores. Isso pode ser feito através de um modelo de chatbot pronto, como por exemplo bots para coleta de informações, atendimento ao cliente, transmissão de dados e informações, entre outros.
Imagine que você tem um restaurante e que atende pedidos por delivery para Curitiba e Região Metropolitana, por exemplo. Ninguém gosta de falar sozinho ou se sentir abandonado isso não é uma novidade. No entanto, não custa reforçar que 65% dos consumidores só avançam na decisão de compra por causa da qualidade no atendimento, como destaca uma pesquisa recente da Customer Experience Trends. Trata-se de um método de gerenciamento logístico adotado em e-commerces que optam por não manter estoque nem realizar o envio dos produtos que vendem.
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Para isso, precisa introjetar a personalidade da marca e agir como se fosse o funcionário dela. Mas, você também pode optar pelo site institucional, caso tenha um e-commerce, por exemplo. Ainda mais que, a cada contato, há chances de colher informações sobre a persona, para entregar, sempre, conteúdos e produtos relevantes. Aplicar estratégias importância dos chatbots de Inbound Marketing requer um trabalho contínuo, não é mesmo? É preciso criar conteúdos relevantes, pensar nas etapas do funil de vendas e adotar práticas para chamar a atenção do consumidor. Engana-se quem pensa que esses robôs só fazem atendimento mecanizado em suas interações – como se o usuário estivesse falando com uma máquina.
A inteligência artificial, a base dos chatbots, progrediu desde então para incluir supercomputadores superinteligentes, como o IBM Watson. Com os chatbots, uma empresa pode escalar, personalizar e ser proativa, tudo ao mesmo tempo, o que é um importante diferenciador. Por exemplo, ao depender exclusivamente da energia do ser humano, uma empresa pode atender a um número limitado de pessoas ao mesmo tempo. Para ser rentável, as empresas movidas a energia humana são forçadas a se concentrar em modelos padronizados e são limitadas em suas capacidades proativas e personalizadas. Com os bots solucionando questões de rotina, o atendimento humano pode focar nos contatos estratégicos e criar soluções ainda mais precisas. Você pode deixar sua base de dados com o chatbot para ganhar leads qualificados e prontos para a abordagem de vendas.
Partindo para além do uso corporativo, o chatbot é útil para quem produz conteúdo na Internet. A sua implementação em blogs permite melhor interação com os leitores, com o sistema sempre preparado para receber críticas e elogios. Aliás, equilibrar essa relação entre o fator humano e a automação é o grande desafio da ferramenta. Uma das questões é se o chatbot deve falar como uma pessoa ou como um robô. Já o conceito de machine learning, de maneira resumida, é a própria base de funcionamento da inteligência artificial. O diferencial aqui é que o seu desenvolvimento faz com que as máquinas não precisem ser programadas constantemente.
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