ChatBot Marketing: Impersonal or Ingenious
In the age of Siri and Alexa, chatbots are the most obvious extension for automated technology. Chatbots take us one step closer to falling down the anti-social rabbit hole. With a bot, we don’t even have to speak to get a response. People enjoy the interaction and convenience of communicating with voice recognition tech, chatbots are similar and serve the same function.
What are the critics saying?
Chatbots are gaining mixed reviews from both customers and companies. Some are praising the new technology, claiming that it makes for a more intuitive brand experience; others are saying it widens the gap between a human-to-human interaction.
Despite some of the distrust or apprehension, chatbot’s success is pretty undeniable, especially among millennials. Numbers show that 1 out of 4 consumers use chatbots a week, while 40% of millennials say they interact with bots on a daily basis. Chances are millennials (the reclusive generation) don’t really mind that bots are a bit impersonal, depending on the service it may not even matter. Chatbots thrive in the banking and retail sector mostly because people tend to ask the same questions and computer generated responses are concise, direct, and instant.
Business’ take on Chatbots
Big companies are calling chat bots a god sent. When you consider the fact that bots can work without lunch, they’re uninterested in a 401k, and don’t have any pesky feelings, you can see the appeal for corporations. Aside from bots being cost-effective, chatbot can allude to the company’s personality.
The Cosmopolitan of Las Vegas just debuted a virtual concierge with an attitude. The quick wit, sassy bot named Rose, captures the Cosmo girl to a T. Rose works as an extension of the brand’s identity, her cheeky quips are social media gold.
The way a company utilizes a chatbot will determine whether the automated technology will be perceived as impersonal or ingenious. Chatbots have great potential as an element of customer service, given society’s current social landscape. That being said, it’s also important to remember chatbot are not for every business. A company shouldn’t fall for bots just because it’s the fancy new thing to do. If businesses develop their bots with purpose and personality, only good things will follow.