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How To Build The Right Chatbot Business Case
The addition of a chatbot to your website or mobile app is not enough to reduce customer service calls. In fact, it’s doubtful that you’ll ever see the return on investment (ROI) you promised your leadership team, says Forrester Principal Analyst Max Ball. But there’s more: if your chatbot doesn’t provide immense value to your brand, it may be doing harm by distracting from a more valuable opportunity.
To build the right business case for your chatbot, start by analyzing your web or mobile application users via tools such as journey mapping, voice of the customer, confidence-building measures, and customer analytics. Identify where users get hung up, their pain points, what they can’t find on your website or in your mobile app, and where information is needed to move forward.
With these insights, you’ll be able to determine what your potential chatbot will do – for example, generate more sales, assist with payment, or other specific goals. It’s crucial to validate assumptions, not build a business case on them.
Moreover, Ball emphasizes that some brands may look to deploy chatbots first, thinking they’re simpler to deploy and provide a better experience for customers, but if your goal is to reduce customer service calls, consider an advanced voicebot instead. A modern voicebot can automate more calls and reduce agent call durations by ensuring that all calls are escalated to the best available agent with relevant customer information required to solve the problem quickly.
In conclusion, don’t rely solely on intuition or assumptions when building a business case for your chatbot. Instead, conduct thorough analysis to ensure your investment generates value for your brand.
Source: www.forbes.com
