Chatbots can resolve two in three e-commerce customer inquiries
The habits of interaction between consumers and companies changed. Customers today prefer to communicate with brands in a more direct, immediate and simple way. In fact, 82% of respondents rate as ‘important’ the immediacy of an answer when they want to buy products or talk to a salesperson, according to a Hubspot study. Immediacy is defined as a period of no more than 10 minutes.
Consumers want information instantly and chatbots have become the perfect partner for companies of any size to answer inquiries immediately. As a result, more and more companies have been adopting this technology, but how are they implementing it and what results are they seen?
Aivo carried out a study to illustrate how companies are implementing chatbots and artificial intelligence. This study was part of a wider comprehensive ebook that the company developed focused on the use of chatbots and AI in online sales.
The company analysed a targeted sample of about 30 of their customers. It focused on businesses of different sizes that sell or offer a service or product through digital channels (categorized by Aivo as E-commerce) and that use AgentBot, its AI-enriched chatbot solution. From the information gathered, the following conclusions were drawn regarding the use of chatbots in the industry:
E-commerce businesses use chatbots across different channels to achieve concrete objectives:
Companies that sell or offer online services usually implement chatbots on multiple channels. They mainly use their website, Facebook Messenger and Whatsapp to communicate with their clients.
Most of these companies use chatbots to: increase sales, reduce costs, improve the customer experience, optimize customer service processes, deflect repetitive inquiries, offer omnichannel experiences, automate support on digital channels, add new support channels, and offer clients self-service tools.
There is a high volume of engagement between clients and chatbots, especially regarding inquiries to accompany the purchase process:
On average, E-commerce companies that use AgentBot have 3.746 monthly conversations with their clients and 10.110 interactions.
The peaks of use of the chatbot during the week often vary according to the geography. The day most customers request a chatbot’s support for anglosaxon markets like USA and Canada was Thursdays, for Brazil it was Mondays and for Mexico, Wednesdays.
Most responses to customer inquiries only take 2-3 interactions with the chatbot. Usually, most questions have to do with complementary information currently missing from the company’s website (which is easy to provide) but important to the purchase process.
Customers found chatbots to be useful tools to help resolve issues effectively:
In the last 6 months, AgentBot allowed companies to solve most of the inquiries and questions from clients. 65% of inquiries were effectively answered by the chatbot. Only 21% of the total queries had to be transferred to a human agent.
The chatbot has proven to be a practical and valuable tool for these companies’ clients. Two out of 10 clients used it more than once in the last 6 months.
The study also focused on the impact implementing chatbots have not only for customers but on businesses itself. Understanding customers’ need for immediacy and direct forms of communication, as well as implementing artificial intelligence powered tools, like AI chatbots, benefits many areas of the company, and sales are no exception.
Speaking about the results of the study, Aivo’s CEO, Martin Frascaroli, commented: “It is extremely important to have your customers at the center of your strategy, not only because you will be able to provide them with the best experience but also because it will make your business thrive. Innovating and implementing AI in your sales strategy can seem like something complex and futuristic, but there are very practical concrete applications to improve customer experience and your business outcomes, especially in the sales, marketing and customer service departments. And chatbots are a great example of that.”